Selling Ice Cream

I went to the cinema this weekend, and just before the film, this commercial was played. Funnily enough, the cinema just happened to sell Ben and Jerry's ice cream!

Now, if you watch to the end you catch a glimpse of the bulk of the advert. I cannot decide in my own mind whether this is the most outrageously dodgy advertising, a marketing masterstroke, or an actually ethical company? I thought I should let readers decide for me.

I know that Ben and Jerrys have a reputation for good business ethics (I studied them as a case study at University). I also know that companies that have gone down the route of marketing themselves on ethical grounds have come incredibly unstuck in the past (such as the Body Shop whose decline has partially been put down to various ethical scandals, as well as sale to L'Oreal). Once you start raving about green credentials you have every Green campaigner on the planet bearing down on you extremely rapidly.

What I would really like to do, is have a quick look around a Ben and Jerrys factory to see what they are actually doing (I have yet to visit a company that can match its claims)...