Would You Like Sprinkles with That Strategy?
Published on November 9, 2020, at 3:15 p.m.
by Allison Cohen.
Everyone loves ice cream. Ben & Jerry’s is a leading brand that offers 60 unique flavors with over 600 shops nationwide. Though every flavor is delicious, the company’s pledge to stand up for its beliefs is what truly leaves a lasting impression.
Even though Ben & Jerry’s is known for its array of unique flavors, activism is a large part of its brand identity. From LGBT equality to climate justice, Ben & Jerry’s promotes a lot more than just Chunky Monkey and Chocolate Chip Cookie Dough.
The ice cream empire uses its platform to advocate for important causes while creating authentic ice cream flavors to spark positive political change and bring awareness to its brand. Using advocacy is a way for Ben & Jerry’s to appeal to diverse groups while creating a brand strategy that grabs people’s attention and drives consumer interaction.
In 2009, Ben & Jerry’s changed its flavor Chubby Hubby to Hubby Hubby when, Vermont, the home state of the company, legalized same-sex marriages.
In 2016, co-founders Ben Cohen and Jerry Greenfield created a buzz when they were arrested as part of the Democracy Awakening protests at the U.S. Capitol. They fought for the accessibility of voting for everyone and were ultimately taken in by the police, along with hundreds of other protesters.
With the Black Lives Matter Movement gaining momentum in 2020, Ben & Jerry’s has continued its drive for equality by speaking out on the issues of systemic and institutionalized racism within the U.S.
These risky and controversial stances take on a large part of what makes this ice cream brand stand out from the competition. The brand believes that the will to risk it all is what standing up for the greater good entails.
Ben & Jerry’s has shown, through years of politically driven efforts and bold campaign strategies, that no matter what your brand sells there is always a way to make a difference while expanding brand awareness. For this ice cream brand, political activism defines its reputation and adds a cherry on top to its already delicious brand model — and maybe sprinkles too.