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.