In 2010, Jostein Solheim, the CEO of Ben & Jerry’s has repeatedly said: “Change is a wonderful thing”, as he insisted on the need of dramatic change in the world; to address the social and environmental challenges by being an example and proving to the world that this example is the best way to run a business. One of those examples, is Save Our Swirled campaign that started in 2015, to raise awareness on global warming issues. Tasty, high quality, successful ice cream brand didn’t stop it from being an active component of society. With their passion for social justice, Ben & Jerry’s have advocated a broad range of causes over the years, and climate change is one of the causes they take seriously. The Purpose: Reducing the carbon footprint, by investing in making the company’s operations and supply chain more efficient. The Plan: Define a comprehensive climate justice strategy, which includes a self-imposed price on carbon. As the revenues will be invested in projects and innovative technologies to help them achieve the ambitious long-term goal of reducing the absolute carbon footprint of the business by 80% by 2050. “If it’s melted, it’s ruined!” This is the message to be sent to the whole world by the Save Our Swirled campaign. With a SOS emergency cap!

1. Integrated Marketing Communications Strategy
Marketing Management 2
KAKISH Toumador
GDBA – IAE Nice
Ben & Jerry’s Ice Cream
Save Our Swirled Campaign
1

2. Content
• Overview
• Save Our Swirled Campaign SOS
• Save Our Swirled Highlights
• Save Our Swirled Strategy
• References
2

3. Overview
• Ben Cohen and Jerry Greenfield, founded Ben and Jerry’s ice
cream in 1978
• In April 2000, Ben & Jerry’s sold the company to Unilever
• Unilever has carried Ben and Jerry‘s tradition in engaging in the
critical, global economic and social missions
3

4. Save Our Swirled Campaign SOS
4
• The purpose of this
campaign is reducing the
carbon footprint, by
investing in making the
company’s operations and
supply chain more efficient
• The plan is to define a
comprehensive climate
justice strategy to reduce
the absolute carbon footprint
of the business by 80% by
2050

5. Hosted by Tesla Motors
for the official launch of
Save Our Swirled
Marched with over 785000
people in 2300 global climate
march and events across 175
countries
Partnered up with Al
Gore’s Climate Reality
Project to support a
national day of action on
climate change.
Save Our Swirled Highlights
5
One Flavor
One Message
One Purpose

6. Save Our Swirled Strategy
• They have increased the community’s activism by 11.2%, in which will
help them to reach their future goals.
• They have increased the environmental and climate progress by 0.8%,
which indicates a good strategy.
• It is the company’s first fully global activism campaign on climate action to
demonstrate the support of a strong global climate agreement at the
COP21* in Paris, France.
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According to the 2015 annual report
*The 21st yearly conference of parties, referring to the countries that are signed up to the
1992 United Nations Framework Convention on Climate Change.

7. References
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• http://www.benjerry.com/whats-new/2015/save-our-swirled
• http://www.benjerry.com/about-us/sear-reports/2015-sear-
report
• http://www.benjerry.com/about-us#5timeline
• https://en.wikipedia.org/wiki/Ben_%26_Jerry%27s