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Häagen-Dazs Makes Honey Bees Buzz

 

Posted on August 28, 2008
Mathieu Picault

 

Brands teaming up with worthy causes are no longer rare occurences. And to demonstrate this, Häagen-Dazs is on the front line.

Did you know that 40% of Häagen-Dazs flavors depend on honey bees? In addition, these little stinging beasts play a major role in pollinating countless plants. Unfortunately, the mortality rate of our striped friends is currently rising at an alarming speed.

So the ice cream maker decided to take action and it has done so in an original and noteworthy way. In addition to providing financial support to research labs, the brand has come up with three initiatives to increase the public’s awareness regarding this phenomenon.

The first is this seed paper: all you need to do is plant it it and watch your flower grow. It gives a brief explanation of how you can help honey bees and find out more information. Plus, it’s an interactive and fun marketing strategy to attract consumers.

The second initiative is the following video featuring the Bee-Boys (a play on B-boys or break dancers). The clip promoting the website is an online hit and has already been viewed thousands of times and referenced in traditional media. Another reason for its success: the brand is relying on the buzz generated through social networks, video websites and blogs. This strategy that has been popular with its intended young target audience.

In order to perfect its communications strategy, Häagen-Dazs has also created an interactive and educational website.

Häagen-Dazs has definitely helped make us aware of the honey bee cause in a fun way and the campaign promises to be a sensation.


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Sources :
- marketingvox
- buzzparadise
- The original article on culture-buzz.fr
- Adapted by Lucia Catania


 

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