The idiosyncratic character of this brand has been visible in all products and marketing communications since its foundation. They could have just remained ‘fun’, but have consciously chosen to stand up for minorities and social discrepancies from the beginning. For about 25 years, the brand has been very visible as an advocate of the rainbow community, including in the political arena – an area shunned by most brands. They do this consistently and with relevant use of their products and product names as a medium. The collaboration with various charities completes the picture: they score a perfect 10!
Read my blog for Marketing the Rainbow.
Alfred Verhoeven is a marketer and is in the final phase of his PhD research Marketing the Rainbow. He previously wrote for ILOVEGAY about Pronouns, About those rainbows, Alphabet soup, M&M’s and the lesbian invasion, Magnum and the lesbian wedding, Marketing the Rainbow: the process and all that came before it, Sport and (un)sportmanship, Why you need a supplier diversity program, BeNeLux LGBTIQ+ Business Chamber (BGLBC), From B2C and B2B to B2G and G2G (oh, and G2C), The Men from Atlantis, The other kind of cruising, Booking.com, Home Deco, Haters and trolls: the ‘letter to the editor’ of the 21st century, 5 Bizarre LGBT Videos, TRANSparency, Transgender persons as a target group, Matchmaking, 5 videos that went viral, From Representation To Respect, Cultural sensitivities and social involvement in marketing, 4 reasons to practice diversity and The Rules of Market Segmentation.
Article provided by Alfred Verhoeven, Marketing The Rainbow
Does the Gay Consumer Really Exist?
www.MarketingTheRainbow.info
2 thoughts on “Marketing the Rainbow: Unilever 2- Ben&Jerry’s score a perfect 10!”
Comments are closed.