BEN & JERRY'S wanted to announce the initiative in making all of its products with Fair Trade ingredients only. And since Fair Trade places a strong emphasis on workplace conditions, we decided to make an example of Stephen Colbert, who is not only the man behind the AmeriCone Dream flavor, but is also known for mistreating his interns before an audience of millions.
It starts simply on Facebook with a post from Ben & Jerry threatening to discontinue the cult-favored flavor is Colbert doesn't start practicing Fair Trade in his workplace as well.
Controversy ensues.
Next, we take to Twitter where Ben & Jerry's equips the interns with a designated handle to promote the issue via humorous tweets.
Ben & Jerry's rewards any fan who interacts or RTs the interns with a free cone thus incentivizing fans to spread the message even further.
Lastly, we kept track of the social chatter to gauge as to which side was gaining more traction. If it was Colbert, then AmeriCone Dream was safe in the grocery freezer.
But if the interns gained momentum, for a limited time, Chocolate Intern-Chip would replace the talk show host's flavor all in the name of Fair Trade.
Inevitably, Colbert weighs in on all of this controversy during his nightly program which gives the campaign free and wide-reaching publicity.