Read on Twitter
A THREAD: about brand values & why @benandjerrys were right to comment on migrant boats
As well as signalling their values (that many people agree with, including *spoiler alert* me) – there are sound commercial reasons for speaking out. 1/10
https://www.bbc.co.uk/news/uk-politics-53741180
#icecream
As well as signalling their values (that many people agree with, including *spoiler alert* me) – there are sound commercial reasons for speaking out. 1/10
https://www.bbc.co.uk/news/uk-politics-53741180
#icecream
When Nike launched their Colin Kaepernick campaign they waded straight into the Anthem Kneeling debate in the US.
Twitter reactions included criticism of Nike’s governance
while a few *somewhat* put out consumers set fire to any Nike Gear they owned
#JustBurnIt trended. 2/10
Twitter reactions included criticism of Nike’s governance
while a few *somewhat* put out consumers set fire to any Nike Gear they owned
#JustBurnIt trended. 2/10
But despite the anger, Nike’s sales surged. Within days of the campaign ecommerce analysis found that sales had risen 31%.
https://www.theguardian.com/sport/2018/sep/08/colin-kaepernick-nike-ad-sales-up
3/10
https://www.theguardian.com/sport/2018/sep/08/colin-kaepernick-nike-ad-sales-up
3/10
The point is to be divisive. They get noticed and they bank that fewer consumers will translate disagreement into rejection than accord into purchase.
We’ve written extensively about the ‘new rules’ for brands, including here:
https://trajectorypartnership.com/blog/kaepernick-trump-and-the-new-rules-for-brands/
4/10
We’ve written extensively about the ‘new rules’ for brands, including here:
https://trajectorypartnership.com/blog/kaepernick-trump-and-the-new-rules-for-brands/
4/10
Another consideration is that as the centre ground disappears brands can find themselves dealing with political conflicts they didn’t expect, such as Paperchase & Pizza Hut
https://www.bbc.co.uk/news/business-42058103
Better to set the terms of the debate then find yourself floundering
5/10
https://www.bbc.co.uk/news/business-42058103
Better to set the terms of the debate then find yourself floundering
5/10
The key is to attract younger consumers – especially #GenZ and #GenY – who see social injustices as much more urgent than the pandemic. Our data shows that 25% of Gens Z&Y think the pandemic is overhyped
6/10
6/10
@YouGov data revealed that 49% of all adults lack sympathy for migrants crossing the channel. But that is much lower for 18-24s and 25-49s – here, the majority do have sympathy.
https://twitter.com/YouGov/status/1293196614266507267?s=20
7/10
https://twitter.com/YouGov/status/1293196614266507267?s=20
7/10
Under 50s buy a lot of ice cream – and again, @benandjerrys will be banking that positive associations are more valuable than disagreements are costly.
If you disagree with the stance are you going to forgo #icecream on principle? In a heatwave? No, you aren’t.
8/10
If you disagree with the stance are you going to forgo #icecream on principle? In a heatwave? No, you aren’t.
8/10
@benandjerrys aren’t just on the side of the core consumer here, but they’ve picked a battle they can fight with authenticity. They’re as progressive as any brand can be – that will outweigh any associations with Unilever for the average consumer.
9/10
9/10
FINALLY: this kind of thing has been happening for a while and is going to keep happening.
More when we have it on Signal and Trajectory.
https://trajectorypartnership.com/
10/10
More when we have it on Signal and Trajectory.
https://trajectorypartnership.com/
10/10
