Hasta La Creative!

I’ve been intrigued by the new “Haggen-Dazs loves Honey Bees” campaign for a few reasons. Both the spots and the website are both beautiful and cute and well executed. But what’s more fascinating is the concept and message behind it.

The website has a wealth of information on the bee situation. They’ve even created a Haagen Dazs Bee Board to “provide insight on the honey bee issue,” and are proponents of community outreach. They’re promoting planting bee-friendly flora and donating to bee research efforts underway at Penn State and UC Davis. Haagen-Dazs has also released a new flavor, Vanilla Honey Bee, with proceeds going to the research efforts, in addition to other “bee-dependent flavors” being identified.

It’s an interesting idea, and a seemingly well-executed campaign. I’m curious how much of the proceeds actually go to research efforts, and how much effort Haagen-Dazs is actually putting forth. The message is good and I certainly hope Haagen-Dazs truly stands behind it and actually follows through. In a time when green and pro-environment movements are rapidly gaining popularity, it’s easy to come out with messages that are green. Actually being green, and not just greenwashing, is a whole different ballgame.