Ben & Jerry's New Flavor is Being Promoted with a Hopeful Message
Mishal Omar — November 8, 2016 — Marketing
References: benjerry & adsoftheworld
The founders of the ice cream company Ben & Jerry's have long proven themselves to be involved in political and social issues and the brand's newest flavor and accompanying commercial both reflect that fact.
The commercial that comes with the brand's 'One Sweet World' ice cream flavor features animated fruits that are clearly replicating the course of the U.S. presidential election. The commercial features angry animated lemons that are following a lemon leader that resembles Donald Trump, who offers divisive rhetoric that excludes the other fruit and food items in the town. Eventually, the commercial's protagonist is seen photographed enjoying some music with a lemon and the town comes to realize that multiple flavors are what makes it special. The end of the commercial features the quote "We don't live in a one flavor world," – referencing both the ice cream and the rhetoric of Donald Trump.
The Ben & Jerry's brand and the founders behind it have been vocal throughout the election campaign that transcending racism, sexism, homophobia, xenophobia and bigotry is what should be a priority for America and people around the world – and this campaign embodies this idea in a way that is highly palatable.
The commercial that comes with the brand's 'One Sweet World' ice cream flavor features animated fruits that are clearly replicating the course of the U.S. presidential election. The commercial features angry animated lemons that are following a lemon leader that resembles Donald Trump, who offers divisive rhetoric that excludes the other fruit and food items in the town. Eventually, the commercial's protagonist is seen photographed enjoying some music with a lemon and the town comes to realize that multiple flavors are what makes it special. The end of the commercial features the quote "We don't live in a one flavor world," – referencing both the ice cream and the rhetoric of Donald Trump.
The Ben & Jerry's brand and the founders behind it have been vocal throughout the election campaign that transcending racism, sexism, homophobia, xenophobia and bigotry is what should be a priority for America and people around the world – and this campaign embodies this idea in a way that is highly palatable.
Trend Themes
1. Political Ice Cream Campaigns - Disruptive innovation opportunity: Combining politics and food marketing to create thought-provoking campaigns that engage consumers.
2. Socially Conscious Branding - Disruptive innovation opportunity: Aligning a brand's values with social issues to build a loyal customer base.
3. Animated Advertising - Disruptive innovation opportunity: Using animated characters in commercials to convey complex messages in a visually appealing way.
Industry Implications
1. Food and Beverage - Disruptive innovation opportunity: Introducing new flavors and marketing campaigns that promote social causes to differentiate from competitors.
2. Advertising and Marketing - Disruptive innovation opportunity: Developing creative strategies to engage consumers through emotionally resonant and visually captivating advertisements.
3. Political Activism - Disruptive innovation opportunity: Leveraging brand influence and consumer engagement to promote positive social change and drive political conversations.
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