In order to inspire change within Russia with regard to its strict anti-gay laws, Ben & Jerry's set up an ice cream campaign that goes above and beyond just trying to sell ice cream.
Since the two names in the brand both belong to males, the ice cream brand created special edition ice creams that featured names of same-sex couples. Since there were no rainbows or any other overt displays of pride, the cartons were able to fly under the radar and could be sold in stores. As well, the Ben & Jerry's Ice Cream for Change campaign included an interactive element that let the LGBTQ community attend pride celebrations all over the world, from the privacy of their own homes.
Stats for Activist Ice Cream Campaigns
Trending: Older & Warm
Research: 1,101 clicks in 92 w
Interest: 0.5 minutes
Concept: "ice Cream Campaign"
Related: 49 examples / 38 photos
Segment: Males, 12-35
Comparison Set: 18 similar articles, including: classic storybook-inspired sweets, interactive ice cream musicals, and metropolitan-themed ice cream.
Activist Ice Cream Campaigns
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