Can you just be ‘woke’ as a brand or will that be punished by consumers – and investors? And can a popular celeb or influencer lose star status – and with it brand value – by 1 wrong step? I look at the use of rainbow diversity in communication and the woke aspect of it. […]
The fmcg market is a very active participant in Marketing the Rainbow: hundreds of brands and dozens of multinationals are doing very original things in that area. This is quite remarkable, because the amounts involved are small – but in addition to the fact that LGBT consumers have higher brand loyalty (and a tendency to […]
Music does not always have a message and is not always a marketing tool, but very often it does or is – consciously or unconsciously. Music and even more the associated videos have a huge impact on society. Many artists speak out clearly for tolerance and respect or show it in their videos and on […]
Unilever’s ice cream brand Cornetto has done some varied LGBT-themed campaigns over the years. Surprisingly, many of the videos and images were for the Asian market and most of them were not related to Pride events, which is usually the case. However, some led to controversy, others were mostly done for fun without any support […]
A perfect 10 for Unilever’s ice cream brand. The idiosyncratic Ben & Jerry’s has been very visible as an advocate of the LGBT 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 […]