Overview
On May 27, 2008, Ben & Jerry’s announced its partnership with the Lennon Estate and Peace One Day to launch a major peace initiative at a press conference and Bed-In event at the Ben & Jerry’s scoop shop in Times Square, New York and introduce its new flavor, Imagine Whirled Peace. The event, which coincided with the 39th anniversary of John Lennon and Yoko Ono’s Montreal “Peace Bed-In,” paid homage to John Lennon’s peace efforts and recognized modern-day pioneers who are championing today’s peace movement.
The event featured Ben & Jerry’s Co-Founder Jerry Greenfield; CEO of Ben & Jerry’s Walt Freese; award-winning filmmaker and Founder of Peace One Day Jeremy Gilley; longtime peace activist and actress Maggie Gyllenhaal; original photographer of the 1969 Bed-In, Roy Kerwood; and Ben & Jerry’s Peace Pioneer Contest Winners: Aaron Voldman, co-founder of the Student Peace Alliance, and Robert Kent, founder of the Peace Camp Initiative.
Objectives
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Reinvigorate & demonstrate Ben & Jerry’s longstanding commitment to peace and non violent conflict resolution
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Ensure that current consumers are aware of Ben & Jerry’s social justice mission
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Highlight and promote the John Lennon-inspired flavor Imagine Whirled Peace.
Program Elements
The Product: Through a partnership with the Lennon Estate, Ben & Jerry’s created a sweet concoction of toffee cookies and fudge peace signs ice cream with the idea to enlighten bellies and souls and encourage people to ask what they can do to promote peace.
Peace Partners: To help resurrect a peace movement in honor of Lennon’s legacy, Ben & Jerry’s aligned with Peace One Day, a non-profit organization focused on raising global awareness of the UN day of global ceasefire and non-violence annually held on September 21st.
Online Contest – Peace Pioneers: To further its peace-focused campaign, Ben & Jerry’s held a nationwide search on its web site to identify modern-day peace activists who embody the values set forth by Lennon through their work to create positive change in the world. From hundreds of submissions, two individuals were recognized for their unique efforts to further the cause of peace and justice. Aaron Voldman, co-founder of the Student Peace Alliance – a national student movement for the establishment of a US Department of Peace; and Robert Kent, founder of the Peace Camp Initiative – a program that provides summer camp experiences for war-torn children from Israel and Palestine, were both awarded with a $10,000 donation from Ben & Jerry’s to their respective peace organizations.
Launch Event: Ben & Jerry’s re-created John & Yoko’s Bed-In on a mobile bedroom which traveled to their scoop shop in Times Square. To further enforce the campaign’s peace mission and increase potential media coverage, Cone secured actress and demonstrated peace activist Maggie Gyllenhaal, who shared her views on peace and presented the Peace Pioneer winners with their awards. Founder of Peace One Day Jeremy Gilley spoke about how ordinary citizens can make the world a more peaceful place and previewed a segment of his new documentary “The Day after Peace.” Ben & Jerry’s CEO Walt Freese and Co-Founder Jerry Greenfield spoke about the company’s deep commitment to peace and program initiative, while Roy Kerwood, original photographer of Lennon and Ono’s 1969 Bed-In, was on hand to share his photography and capture this event.
Media Relations: Cone created compelling story angles and press materials targeting reporters at both national and local print, broadcast and online outlets. Targeted media contacts were invited to the launch event with a hand delivered press kit including an official invitation, Imagine Whirled Peace t-shirt, rose colored glasses and a pint of the new flavor to try. In addition, Cone outreached to entertainment publications and professional photography companies to attend the press conference and capture the event live.
Results
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People.com
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USA Today
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The Insider
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New York Daily News
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MSNBC