How Ben & Jerry's managed to build a credible political positioning as a brand of the Unilever Group through the "Black Lives Matter" protest movement.

Ice Cream Brand Ben & Jerry’s and “Black Lives Matter”

/in /by
ben jerry's

How #Ben & Jerry’s managed to build a credible political positioning as a brand of the Unilever Group can be read in Bloomberg Businessweek, in the issue of 27.7.20.

While other companies failed in their attempt to join the Black Lives Matter protests, the dairy based in the US state of Vermont continued what it has always done.

“Black lives matter” is a media-effective topic that seems very suitable for #Movement Marketing strategies. A highly readable article. And there are many examples of what not to do as a company.

To the article on bloomberg.com (Paywall):
https://www.bloomberg.com/news/features/2020-07-22/how-ben-jerry-s-applied-its-corporate-activism-recipe-to-blm

Video:
https://www.bloomberg.com/news/videos/2020-07-24/ben-jerry-s-recipe-for-activism-video

Photos: Bloomberg Businessweek

You might also like
Nico Stobinski, National Key Account Manager, discusses the strategic orientation that jam specialist Zentis uses to assert itself against the industry's major corporations. Jürgen Scharrer on Big Data, the Customer Journey, and AI-driven Super-Marketing
For in-store navigation, the convenient finding of products in hardware and supermarkets via smartphone app, locandis is breaking new ground with the company InnoGreen. The technology is now available in LED lighting - with significant advantages for retailers. Locandis and InnoGreen Introduce Indoor Navigation Based on LED Lights
Nico Stobinski, National Key Account Manager, discusses the strategic orientation that jam specialist Zentis uses to assert itself against the industry's major corporations. 18.12.2017 │Göttingen – Marketing for Yum! Brands
Guests welcome: the PFH Private University of Göttingen is starting again with its series of exciting external lectures. Educational insights into brand strategies, live conveyed by managers of the companies L'Oreal Paris, AUDI, VW Shanghai, Zentis, IWC Schaffhausen and Ad Alliance. Marketing Insights: Exciting Insights into Brand Strategies
London 2016. Book Tip No. 45 (2020): Philip Kotler: Democracy in decline
Pricing is one of the most underestimated tools in marketing. Significant sustainable value creation potentials are therefore often overlooked. With this two-day practical pricing seminar, pricing expert Professor Hans-Christian Riekhof imparts the know-how on how companies can optimally align their pricing strategy. Pricing Seminar on 30.11/01.12.2023 in Hamburg
How do you deal with it from a marketing perspective when people drink less? On Monday, 25.11.2019, the Private University of Göttingen welcomes Jägermeister. The PFH welcomes Gunar Splanemann, Head of Global Innovation and Design, Mast-Jägermeister SE. 25.11.2019│Göttingen – Jägermeister: People drink less but better – or differently
Nico Stobinski, National Key Account Manager, discusses the strategic orientation that jam specialist Zentis uses to assert itself against the industry's major corporations. The Zentis promotions at ALDI are a complete success