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« Bernie’s Yearning » : political marketing

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
Suivez-moi !

Cyril Garrech

Fondateur et rédacteur en chef d'E&Co!
Étudiant au CELSA-Sorbonne.
Diplômé de l'École de Management de l'Institut Mines-Télécom.
Cyril Garrech
Suivez-moi !