The peace bed-in is to raise global awareness of the UN day of global ceasefire and non-violence on September 21 and they are getting together with The Lennon Estate and non-profit group Peace One Day.It is 39 years since John Lennon and Yoko Ono peaced out in bed in New York as the Vietnam War raged on. Now the people who brought you Coffee Heath Bar Crunch Ice Cream and Cherry Garcia Low Fat Frozen Yogurt have got some celebrities together (well Maggie Gyllenhaal) to host a modern-day Peace Bed-In.
Is it me or is a photo opportunity waste of time designed to make Ben & Jerry's feel better about themselves and look good? I could be wrong, but I read this long press release with statements from Walt Freese, Chief Euphoria Officer of Ben & Jerry (who is thrilled) and it comes across as the equivalent of greenwash. It's peace wash. I mean when it comes to matters of substance, other than an photo opportunity for Gyllenhall and Ben & Jerry's co-founder Jerry Greenfield, the Unilever-owned brand held a nationwide search to identify modern-day peace activists who "embody the values set forth by Lennon through their work to create positive change in the world". Let's hope they are not talking about all the terrible music and many drugs from the later years... oh wait they are, but really what a load of garbage. Ben & Jerry's has chosen two people to represent the next generation of "peace pioneers" who get $10k a piece. I'm being funny here, but really? Do you see the peace wash? How far does that money go and what kind of a commitment to peace is that? It's loose change that isn't going to stretch to more than a few placards for the recipients the lamely named Student Peace Alliance and the Peace Camp Initiative, which is a worthy group at least providing summer camp experiences for children from Israel and Palestine.To top it all Ben & Jerry's have come up with The John Lennon tribute flavour Imagine Whirled Peace - a caramel and sweet cream based ice cream with toffee cookies and chocolate peace signs developed to further support Ben & Jerry's social mission campaign.Those interested in "sharing their personal messages and images of peace and/or learning more about the peace partnerships and (not to forget) Imagine Whirled Peace ice cream can visit benjerry.com/imagine.That's more like it. Peace wash out.
PS: Can brand save the world? Oh come on, not in this life time or the next, but should be interested in going along then feel free.
Gordon Macmillan
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