American Pie is an apple flavored ice cream loaded with pieces of apples and pie crust. But what sets it apart from the rest is that the lid on the carton displays a pie-chart illustrating a message that Ben & Jerry's wants to point out to every American.
The message is part of their newly launched "Federal Budget Priorities Campaign". It's a media campaign where the executives at Ben & Jerry's want the federal government to cut military defense spending and spend more more on entitlement programs.
The popular brand, which has long been associated with left-wing causes, reestablishes its activist history, with references to the War on Terror...
The goal is to heighten awareness of the billions of dollars the Pentagon spends on nuclear weapons vs. a shortfall of spending on basic unmet needs of children. The campaign points out that we have options that won't diminish our nation's ability to fight global terrorism or a foreign foe.In addition, the company is setting up a postcard writing campaign at all Ben & Jerry's store locations where customers can send a note to Congress urging lawmakers to listen to Ben & Jerry's.
Ben & Jerry's return to social awareness comes on the heels of a publicity blunder, when it pissed off thousands of Irish Americans for launching its "Black & Tan Ice Cream" on St. Patrick's Day, the day when Irish celebrate their heritage. While the flavor was meant to celebrate the famous beer beverage, it instead reminded Irish folks of the atrocities they suffered at the hands of the English. The company later issued an apology after the matter was publicized by Reuters.