Dairy company Ben & Jerry’s has enlisted a custom-designed electric Tesla Model S which will be driven round the world handing out free ice cream.
The new global campaign from Ben & Jerry’s aims to draw attention for more action on climate change.
Ben & Jerry’s hope to convert half a million people to become climate activists by the end of the year, when world leaders are expected to gather in Paris to sign a global deal on climate change.
As part of the move, Ben & Jerry’s has also stepped up its commitment to reducing the environmental impact of its business, goals include targeting 100 per cent renewable energy in its operations by 2020.
Ben and Jerry’s TeslaIt will also join a growing number of businesses, including parent company Unilever, in setting an internal carbon price to drive efficiency and invest in emissions reductions across the lifecycle of the business.
Ben & Jerry’s has also set a target to reduce its carbon footprint by 80 per cent by 2050, in line with recommendations from the latest report from the Intergovernmental Panel on Climate Change.
Ben & Jerry’s co-founder Jerry Greenfield said the campaign was inspired by the New York People’s Climate March last September, organised by Avaaz, which was attended by more than 300,000 people.
Greenfield in a statement said: “This issue is so important that people need to be willing to get into the streets. Of course, the company knows that taking action is a lot easier to swallow with a scoop of one of its euphoric flavors. Not only will the emissions from the electric vehicle be free, but so will the ice cream.”