Haagen Daaz Co-Ops Plight of Bees in New 'Cause' Campaign
What do bees and ice cream have to do with each other? Apparently, a lot if you are Haagen Daaz which relies heavily on the work of bees for their product's natural ingredients. It seems the bee population has suddenly dwindled and, with help from Goodby, Silverstein & Partners and Psyop, Haagen Daaz wants us to know we can help by donating money to to their cause.
Hmm, and here I thought Haagen Daaz was being altruistically philanthropic but no. They just want to make sure bees live so they can keep making and selling ice cream. OK, so maybe that's a crass assumption but, really; when do for-profit companies do anything that isn't, at least in a small way, related to insuring they remain a for-profit company?
Other than that crass commentary, the spot and the accompanying website are kinda beautiful.
Comments
Aesthetics and environmental concerns aside, the bee promo seems a bit of a self-serving stretch. And how will money actually help the bees?
This is actually a very important topic with global implications. Much like the population of krill (the basis for the oceanic food chain) affects undersea life and mammals, bees affect life cycle of plants and fruit bearing trees and thus the whole ecosystem.
Productive, healthy honey bee populations are dwindling at an alarming rate.
Folks, think about it. If plants and trees process CO2 and global warming is due in part to a build up of these gases and there are less bees to keep said plants and trees healthy, you do the math...