On Earth Day, a Taste of Burtness

In an event-based campaign, Burt’s Bees, Durham, N.C., aims to build awareness for its products’ natural ingredients. The campaign, tagged, “Find Your Burt,” and built around the likeness of Maine beekeeper and Burt’s Bees co-founder Burt Shavitz, is the first work by creative practice Baldwin&, Durham, for its new client. On Earth Day, from 11:30 – 2, in Times Square, five bearded Burt lookalikes will pedal bike-powered, zero-waste blenders to make and hand out sample smoothies contaning only Burt’s Bees beauty product ingredients (milk, honey, mango, yogurt, banana, orange, raspberry, cranberry, pomegranate). Pre- and post-smoothies, the Burt lookalikes and seven somewhat prettier assistants, “Burtified” with mock, tie-in-back beards, engineer cap, and yellow, Burt’s Bees tees, will hand out zero-waste sample kits with “beard-ana,” engineer cap and lip balm. They will also conduct a free yoga class in Central Park.