There are endless ways to win, especially to win the presidential race ! If Donald Trump can rely on his caps “Make America great again”, Bernie Sanders may count on his ice creams from Ben & Jerry’s to gain votes.
Indeed the Democrat candidate has now his own flavor of ice cream named “Bernie’s Yearning”. But the CEO of Ben & Jerry’s Ben Cohen, who is friend with the Democrat contender, wants to convey a stronger message than a mere flavor of ice cream. This very flavor is composed of mint ice cream and a chocolate layer.
“The chocolate disc represents the huge majority of economic gains that have gone to the top 1% since the end of the recession. Beneath it, the rest of us » Ben Cohen explained on the Bernie’s Yearning website. But that is not all. Eating instructions are to smash the chocolate into small chunks with a spoon and mix them into the mint ice cream for more equitable proportions, and then share the treat « with your fellow Americans. » In a nutshell this is a “fair and fairer ice cream”, just like Bernie Sanders’ presidential program.
Even if the ice cream will not be launched on a large-scale, there is no denying that this item embodies a great political marketing.
Text inspired by The New York Times
Cyril Garrech
Étudiant à l'École de Management de l'Institut Mines-Télécom.
Consultant en communication freelance.