effect marketing in action

Strategic Issue

After their acquisition by Unilever, Ben & Jerry’s needed to reinvigorate their credibility as a progressive brand.

Integration
  • Partnered Ben & Jerry’s history of sustainable business with Dave Matthews Band’s environmental commitment with the 20 leading environmental organizations to introduce One Sweet Whirled: an ice cream flavor on a mission.
  • Positioned global warming as a man-made problem with man-made solutions and encouraged consumers to eat this ice cream to “lose 2,000 pounds…..of CO2”. The campaign provided clear action steps and tools for consumers to reduce their environmental impact.
Activation
  • New product launch to spur buzz of campaign and initiatives through packaging and retail merchandising.
  • Consumers at Ben & Jerry’s scoop shops, Dave Matthews Band concerts and online pledged to decrease their carbon footprints by taking simple yet actionable steps in their daily lives.
Results
  • One Sweet Whirled was one of Ben & Jerry’s most successful flavor launches in their history. Consumers pledged to eliminate over 200 million lbs. of CO2 and wrote 75,000 letters to Congress about pending climate legislation.
  • The campaign evolved into Ben & Jerry’s decade-long social change initiative “Lick Global Warming.”

the impact we have is as varied as the issues we work on.

the arc of our work is as varied as the partners we serve.

© 2010 Effect Partners, Inc. All Rights Reserved
disclaimer