The big ice company was one of the first brands who gave attention to the green values. The ice cream contains only natural ingredients.
The company
Ben & Jerry’s is an American ice cream company founded in 1978 by Ben Cohen and Jerry Greenfield. Nowadays it is a subsidiary of Unilever. The ice cream is well-known by the audience because of their unique flavours. Ben & Jerry’s ice cream is sold in more than 20 countries around the world, including Belgium.
As Jerry’s last name implies, Ben & Jerry’s is a green company. The attention for the environment is on top of the list, as you will see when you continue reading this blog post.
‘Lick global warming’
The campaign was launched in 2002 while Ms. Asch was positioned as manager of natural resources. Of course, like every campaign Unilever hopes to sell more ice cream but “From a strictly marketing standpoint, the global-warming campaign definitely helps with our brand identity and we're recognized as a leader in environmental issues," Ms. Pirnie says.
Mission statement
The product mission of Ben & Jerry’s is to distribute and sell the finest ice cream with natural ingredients and promoting business practices that respect the earth and the environment. The company has one goal: sell a lot of ice cream while building on a better world.
Efforts of Ben & Jerry’s
Ben & Jerry's has a long history of fighting for climate justice and finding ways to reduce the environmental impact of their business.
- A carbon offsets program for their Vermont manufacturing facilities was launched.
- In 2007, they ran their first global warming campaign in partnership with the Dave Matthews Band. Their manufacturing facilities and the Scoop Shops became more efficient and environmental friendly.
- They know their carbon footprint and they’re working on reducing it.
- They are working with their farmers to reduce methane emissions from farms.
- They are thinking about a greener freezer.
- They plan to get 100% clean energy at all of their U.S. sites by 2020.
Sources
http://www.marketing-schools.org/types-of-marketing/green-marketing.html
https://www.youtube.com/watch?v=JDFvb1Qigp0
http://adage.com/article/special-report-ecomarketing/ben-jerry-s-a-green-pioneer/117135/
http://www.slideshare.net/DavidFC1/ben-jerrys-marketing-plan
http://en.wikipedia.org/wiki/Ben_%26_Jerry%27s
http://www.benjerry.com/values/issues-we-care-about/climate-justice