Jim Beam Honey has hired attorney Jackie Chiles to ‘sue’ bears in support of action to avert the condition known as Colony Collapse that is causing US honey bees to die at alarming rates.
Naturally, the lawsuit is not serious, but for every Tweet that uses the #suethebears hashtag, Beam Inc. brand Jim Beam Honey will donate $100 to the Pollinator Partnership, up to $25000.
This winter marked the highest honey bee death rate ever documented in the States, with around one third of bees reported missing or dead over the 2012/13 winter season.
Pollinator Partnership is the world’s largest not-for-profit dedicated to protecting pollinators.
Despite the fact that, clearly, honey is a resource that Jim Beam uses in its line extension, you have to applaud the brand for cute social media initiative that draws attention to a serious issue.