Ben & Jerry’s New Flavor Sends a Powerful Climate Change Message
With something as abstract as climate change, metaphors can be a powerful communication tool. One great example is the campaign for Ben & Jerry’s new ice cream flavor, “Save Our Swirled,” which helps raise awareness of the need to act against global warming. The video that accompanies the new flavor shows what a 2-degree rise in temperature can do to ice cream – and then asks us to imagine how much more devastating this would be for the planet. As Ben & Jerry’s puts it on their website: “If it’s melted, it’s ruined.” A simple message, but an impactful one.
Read the article and watch the video below to learn why Ben & Jerry’s is getting involved with this issue, and how they hope to inspire their fans to action on climate change.
By Laurel Raymond, contributor to ClimateProgress
With its new flavor, Save Our Swirled, Ben & Jerry’s is urging fans to dig their spoons into climate change activism.
The flavor is a mix of raspberry ice cream, marshmallow and raspberry swirls, and dark and white fudge ice cream cones. But Save Our Swirled is also a flavor with a message: when you dig out a spoonful, the website says, “you can’t help but notice” that those cones appear to be melting. Abbreviated on pint lids as SOS, Save Our Swirled’s message is simple: If it’s melted, it’s ruined, whether it’s our ice cream or our world. The flavor launched earlier this week in the U.S., and will debut in European markets in the summer and move into Asian and Australian markets later in the year.
“The place where we interact with our consumers most is in the freezercase,” Chris Miller, Ben & Jerry’s Social Mission Activism Manager, told ThinkProgress. While the flavor is a central element, it is part of a “larger, global campaign” against climate change, Miller said.
Image credit: Ben & Jerry’s