"Save Our Swirled" Campaign
Targeting - Climate activists, environmentally conscious consumers, and ice cream lovers with a social conscience.
Core Theme of the Campaign -
Fuses indulgence with activism, using a sweet treat to draw attention to a critical global issue.
About the
Campaign -
"Save Our Swirled" is a Ben & Jerry's ice cream campaign that raises awareness about climate change and the need to protect our planet.
Formula applied by the Campaign to elicit customer action -
Combines ice cream with a message of environmental responsibility, encouraging action to combat climate change.
Business Title
A Look at
the Campaign
1. Concept: The central concept of the campaign was to use the playful and colorful world of Ben & Jerry's ice cream to draw attention to the serious issue of climate change. The campaign used humor and creativity to engage consumers in a conversation about the environment.
2. Climate Change Messaging: The campaign's message was clear: "If it's melted, it's ruined." This slogan was a playful way to highlight the dangers of melting ice caps and rising global temperatures due to climate change.
3. New Flavor: Ben & Jerry's introduced a new limited-edition ice cream flavor called "Save Our Swirled." The flavor featured raspberry ice cream with marshmallow and raspberry swirls, along with chocolatey cone pieces.
4. Advocacy: In addition to the ice cream flavor, Ben & Jerry's used the campaign to advocate for action on climate change, including encouraging consumers to sign petitions and engage with climate-related initiatives.
5. Partnerships: The campaign included partnerships with environmental organizations to support climate-related projects and initiatives.
6. Engagement and Social Media: Ben & Jerry's encouraged consumers to engage with the campaign on social media using the hashtag #SaveOurSwirled. They also shared videos and content related to climate change and sustainability.
7. Visual Elements: The campaign incorporated visual elements such as a cartoon-style graphic of a melting Earth, as well as images of polar bears and penguins in precarious situations.
8. Sustainability Commitment: The campaign reinforced Ben & Jerry's longstanding commitment to sustainability, which includes sourcing fair trade ingredients and using environmentally responsible practices.
9. Awareness and Education: "Save Our Swirled" aimed to educate consumers about the urgency of climate change and inspire them to take action, including reducing their carbon footprint.