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.
Key Themes Behind This Trend
- Inclusive Marketing
- Brands can create special edition products that represent and support marginalized communities, facilitating positive social change.
- Interactive Brand Activism
- Interactive campaigns allow brands to engage with their audience and encourage activism in a more accessible and inclusive way.
- Subtle Advocacy
- By using subtle symbols and references, brands can address social issues without drawing unnecessary attention, allowing for wider distribution and impact.
Where This Applies
- Food and Beverage
- Food and beverage companies can leverage their products to create impactful campaigns that support social causes and advocate for change.
- Marketing and Advertising
- Marketing and advertising firms can help brands develop and execute inclusive and interactive campaigns that promote social activism and advocacy.
- LGBTQ+ Rights and Advocacy
- Organizations focused on LGBTQ+ rights and advocacy can collaborate with brands to create campaigns that raise awareness, support the community, and drive change.
