A rum-infused ice cream topped with flavoured 3D-printed plastic bags, cans, bottles, cartons and more is being used to raise awareness about beach and ocean litter.
Kraken Rum has partnered with marine conservation charity, PADI AWARE Foundation, to create the alcoholic 'Ice Clean' protest dessert.
They aim to help with PADI AWARE's mission to reduce ocean waste by half with the next 10 years.
Millions of Britons have holidayed in the UK this year instead of going abroad due to the coronavirus pandemic.
This partnership wants to remind these staycationing Brits of the importance of looking after our home beaches and oceans by recycling and properly disposing litter this summer.
The Covid-19 pandemic has also prevented many ocean clean-up operations from going ahead.
PADI AWARE reported a 36 percent drop in ocean waste removal by the charity and its supporters during lockdowns - this equates to three-and-a-half killer whales worth of litter.
Operations Coordinator at PADI AWARE Foundation, Ian Amos, said: "Whilst the last 18-months has been a challenge for us all, the plight of our oceans has continued unabated with many ocean clean-up programmes placed on hold throughout the pandemic.
The ice-cream will be just £1 with all proceeds going to the charity, and will be sold across the UK throughout August:
Brighton - Saturday 7th August
Manchester - Friday 13th August
Leeds - Saturday 14th August
Glasgow - Saturday 21st August
London - All Points East music festival - Saturday 28th August & Sunday 29th August
The Kraken Rum, which is imported from the Caribbean, will match all sales pound-for-pound to help tackle this issue.
A area of trash the size of France is currently polluting the Pacific Ocean, and in some places has begun to form solid masses. It has been predicted that by 2050, there will be more plastic in our oceans than fish.
In response to this, the LADBible Group are spearheading The Trash Isles initiative alongside creative agency AMV BBDO.
The campaign aims to spread knowledge and encourage young people to lobby the United Nations to acknowledge and address the marine debris problem.
Trash Isles is backed by leading scientists at the Plastic Oceans Foundation, Dame Judy Dench, Dwayne 'The Rock' Johnson and former US Vice President, Al Gore.
Find out more about our campaign here.
Words: Daisy Herman