Ben & Jerry’s has recently released a new flavor of ice cream to promote activism in the U.S. The “Pecan Resist” is a part of a limited batch of flavors that are part of the companies campaign to “lick injustice and champion those fighting to create a more just and equitable nation for us all”.
The company seems to be following the trend of social purpose marketing in today’s business environment. Ben and Jerry’s says ” The company cannot be silent in the face of President Trump’s policies that attack and attempt to roll back decades of progress on racial and gender equity, climate change, LGBTQ rights, and refugee and immigrant rights – all issues that have been at the core of the company’s social mission for 40 years”.
With more and more consumers demanding companies serve a social purpose with their marketing, will we begin seeing even more politically charged marketing campaigns in our favorite products? Nike made a huge splash earlier this year with their politically charged campaign with Colin Kaepernick, seeing a significant increase in sales directly following. Will Ben & Jerry’s experience a similar response to Nike? If so, I believe we may be seeing more popular brands taking political stances in their product marketing efforts.