Many brands show their respect and support to minority communities like women, children, and LGBT. However, except for the introduction page on their official websites, how many of us can still remember their actions?
These brands surely did something significant with rich content. Content is also sure to be important in branding; however, the context has become the new god of marketing.
Ben & Jerry’s, a nationwide popular ice cream brand has shown its great support to the LGBT community at the right time and the right place, which can be seen as a perfect example of contextual marketing.
In Portland, a floral rainbow was installed in 2012 originally which was then torn down seven times by nationalists and opponents of LGBT rights, and finally removed in 2015.
However, the campaign “Rainbow’s return” was conducted by Ben & Jerry’s in 2018. Instead of reinstalling a floral rainbow there, Ben & Jerry’s rebuilt an “unbreakable” rainbow in the form of a water-light hologram. As this new rainbow was rebuilt at the exact place of the original one, Ben & Jerry’s shows its strong determination in supporting the LGBT community and strengthen the influence of this campaign.
This campaign has reached 47.5 million people on social media platforms and gained 355 thousand positive reactions on the Internet. Also, the influence is long-lasting as even today in China, people still offer positive feedbacks and present their strong purchase intention online as they are inspired by Ben & Jerry’s. Although in China, it is not easy to buy Ben & Jerry’s ice cream, the consumers spontaneously make a list of all Unilever products to encourage purchasing and show their respect to such an inclusive and responsible company.
It is not rare that many companies have presented their concerns on social issues and their commitment to equality. However, how to pass the brand’s abstract positive image to the consumers’ mind is tricky. Maybe the context is really the key to future success?
Many brands show their respect and support to minority communities like women, children, and LGBT. However, except for the introduction page on their official websites, how many of us can still remember their actions?
These brands surely did something significant with rich content. Content is also sure to be important in branding; however, the context has become the new god of marketing.
Ben & Jerry’s, a nationwide popular ice cream brand has shown its great support to the LGBT community at the right time and the right place, which can be seen as a perfect example of contextual marketing.
In Portland, a floral rainbow was installed in 2012 originally which was then torn down seven times by nationalists and opponents of LGBT rights, and finally removed in 2015.
However, the campaign “Rainbow’s return” was conducted by Ben & Jerry’s in 2018. Instead of reinstalling a floral rainbow there, Ben & Jerry’s rebuilt an “unbreakable” rainbow in the form of a water-light hologram. As this new rainbow was rebuilt at the exact place of the original one, Ben & Jerry’s shows its strong determination in supporting the LGBT community and strengthen the influence of this campaign.
This campaign has reached 47.5 million people on social media platforms and gained 355 thousand positive reactions on the Internet. Also, the influence is long-lasting as even today in China, people still offer positive feedbacks and present their strong purchase intention online as they are inspired by Ben & Jerry’s. Although in China, it is not easy to buy Ben & Jerry’s ice cream, the consumers spontaneously make a list of all Unilever products to encourage purchasing and show their respect to such an inclusive and responsible company.
It is not rare that many companies have presented their concerns on social issues and their commitment to equality. However, how to pass the brand’s abstract positive image to the consumers’ mind is tricky. Maybe the context is really the key to future success?
Sources: https://www.campaignlive.com/article/why-ben-jerrys-created-water-light-rainbow-hologram-poland/1484633
3 Responses to The “Unbreakable” Rainbow = The Unbreakable Branding (Post for Cayla Guan)