These Brands Picked a Side, and So Should Yours

In today's fast-paced world, controversies arise on a daily basis, ranging from local disputes to viral scandals that break the internet. Occasionally, your brand may find itself at the center of these discussions, presenting an opportunity to take a stand on what aligns with your values. Rather than viewing this as a source of stress for your business or organization, embrace it as a chance to connect with your audience on a deeper level.

Today’s socially conscious consumers expect brands to not only talk the talk, but also walk the walk; authentically sharing your brand's core beliefs and ethos is a powerful way to foster deep connections and build unwavering loyalty among your target audience. Many now look to brands to use their influence and platforms to speak out on critical issues that matter to their communities and the world at large. In fact, 53 percent of consumers say they would pay more for a product that supports their social values. But what’s more telling is that only eight percent of consumers say they don't care about a company's social values. 

Alternatively, your brand might choose to remain silent when caught in the midst of a controversy. While this approach may seem like a safe option, it can have severe consequences, particularly in extreme cases. Take a look at these three brands who picked a side and their success— as well as one brand that failed to take a stand when it needed to most.

You’re probably already pretty read-in that people were not happy that Director Greta Gerwig and Producer and Lead Actress Margot Robbie didn’t receive Oscar nominations this year. Ryan Gosling, male lead of the film, even made a statement on his own nomination, saying “There is no Ken without Barbie.”

One brand seized the opportunity to make a bold statement supporting the women of Barbie. Sparkling Ice created a brief, yet impactful, commercial that cleverly leveraged Barbie's iconic pink color scheme, perfectly complemented by their own kiwi strawberry flavor. The ad featured a powerful message that initially read, "We'd like to raise a bottle to all the Greta directors." After a brief pause, the word "Greta" was prominently highlighted and then deliberately deleted, only to be replaced with the word "great." 

The lighthearted approach effectively addressed a serious issue that extends far beyond the recent snubs of Greta Gerwig and Margot Robbie. The lack of recognition for women in the film industry is a pervasive problem, as evidenced by the fact that only eight women have been nominated for Best Director in the nearly 100-year history of the Academy Awards. The brand's ability to tackle this complex issue in a concise and engaging manner resonated with their audience, who appreciated the stance taken and the spotlight shone on this ongoing struggle for gender equality in the film industry.

The proof is in the social comments:

“Sparkling Ice you got my attention. Amazing empathy, context, and experience for the audience. Loved it! Greta job!” — Instagram user @annehunter.

“I love this drink but this commercial just made me love the brand so much more!!” — Instagram user @marmar9x2.

“Okay Sparkling Ice. I saw you in that Oscar ad.” — Instagram user @apwolery. 

Sparkling Ice did not need to pick a side in this issue, but they did. The feedback is overwhelming; the commercial sparked (or sparkled!) people’s attention and will stick in their minds. Now, when people are walking down the aisle in the grocery store and see Sparkling Ice, they will be reminded of the creative commercial on a stance they care about, and they might add it to their cart. 

Nike signed Colin Kaepernick, quarterback for the 49ers at the time, five years before the first time he sat during the National Anthem at an NFL game. Kaepernick's act of protest was aimed at drawing attention to the racial injustice, police brutality, and oppression faced by people of color throughout the United States. He continued to kneel during the anthem at each game for the remainder of the season.

Kaepernick's actions sparked a nationwide controversy, further intensified when then-President Donald Trump called for the firing of players who protested during the national anthem. The country found itself deeply divided, with some supporting Kaepernick's pursuit of justice and others denouncing his actions as disrespectful. Following the season, Kaepernick became a free agent and suspected that teams were refusing to sign him due to political reasons. He subsequently filed a grievance against the NFL, alleging that his exclusion from the league was an act of collusion.

Nike had a choice to make: should they align themselves with the NFL's stance and distance themselves from the controversy, or should they stand in solidarity with Kaepernick and support his cause?

Nike chose to back Kaepernick, creating a powerful commercial entitled "Dream Crazy" that featured him as the main spokesperson.  The ad emphasized the importance of pursuing one's dreams, with the central message being “Believe in something, even if it means sacrificing everything.” What’s more, it was the 30th anniversary of their “Just Do It” slogan and as part of their anniversary campaign, this commercial made the statement that this was a cause their brand believed in, and they were willing to put their brand on the line for it.

After the release of this commercial, those who didn’t support Kaepernick saw it fit to burn and destroy their Nike items, spreading their message on social media with #JustBurnIt. But Nike made up for and exceeded their customer loss with supporters. This audience was “smaller,” but more loyal, preferable to a large audience who could be easily flipped to another brand. In just 24 hours after the ad’s release, Nike had over $43 million of media exposure. Three days after its launch, Nike saw a 31% sales increase. And the following year, 2019, the company won an Emmy for Outstanding Commercial. 

Nike’s response to this controversy caught the attention of the entire country and further, beyond just their target audience. Many people supported the company for their bravery in showing their values.

Shoutout to a fellow Vermont company! Ben & Jerry's is a shining example of a company that effectively uses its platform to drive positive change. This commitment to social responsibility has been deeply ingrained in the brand's DNA since its inception, exemplified by Ben's founding of 1% for Peace in 1988, an organization aimed at redirecting 1% of the national defense budget toward peace-promoting activities and projects.

True to their craft, Ben & Jerry's created the "Peace Pop" flavor, with proceeds allocated to support this noble cause.

The company's dedication to activism is so central to its mission that an entire section of their website is dedicated to the social issues they champion. From advocating for fair trade and non-GMO standards to promoting racial and climate justice, Ben & Jerry's consistently goes above and beyond to raise awareness and funds for the causes they believe in. They strive to demonstrate to their audience that they are not just another ice cream company; they actively listen to the concerns of their customers and the world at large, and they are committed to taking meaningful action.

One of their more recent mission-driven flavors was 2022’s “Change is Brewing,” a cold brew coffee ice cream with marshmallow swirls and fudge brownies, that encourages people to defend the right to vote in our democracy. In 2015, they temporarily named their classic Chocolate Chip Cookie Dough to “I Dough, I Dough” in celebration of the legalization of gay marriage in the United States. Fans eagerly purchased pint sleeves to personalize their ice cream, simultaneously raising money for the Human Rights Campaign.

All of these funky-named ice cream flavors are a direct reflection of Ben & Jerry's core values. Their activism statement reads: “We love making ice cream—but using our business to make the world a better place gives our work its meaning. Guided by our Core Values, we seek in all we do, at every level of our business, to advance human rights and dignity, support social and economic justice for historically marginalized communities, and protect and restore the Earth's natural systems. In other words: we use ice cream to change the world.”

As a result of their unwavering commitment to social responsibility, Ben & Jerry's is one of the leading ice cream brands in the United States, surpassing their competitors in sales in 2022.Consumers not only turn to Ben & Jerry's for their delicious ice cream but also as a trusted source of information and support for the issues they care about.

When Unilever acquired Ben & Jerry’s in 2000, the brand stuck true to their values. The brand has faced conflicts with their parent company for its dedicated passion to social justice. With Unilever in the news for creating a new ice cream division of the company, we’re curious to see how Ben & Jerry’s has to adapt. As of this week, Ben & Jerry’s spokesperson, Sean Greenwood, claimed that the company is still committed to “make the best ice cream, to advance social causes and to be a successful for-profit business.”

In early 2023, Bud Light faced backlash for its partnership with transgender influencer Dylan Mulvaney. A group of transphobic Bud Light fans took to Mulvaney’s comment sections to express their disapproval of the beer company's collaboration. They began posting videos of them throwing away and boycotting Bud Light products. 

Simultaneously, the LGBTQ+ community criticized Bud Light for its lukewarm response to the backlash directed at Mulvaney. In a statement on her social media accounts, Mulvaney expressed her disappointment, stating, “For a company to hire a trans person and then not publicly stand by them is worse in my opinion than not hiring a trans person at all because it gives customers permission to be as transphobic and hateful as they want.” She shared that she had been subjected to severe public ridicule and was afraid to leave her home, emphasizing that supporting trans people “shouldn't be political.”

The controversy had a tangible impact on Bud Light's bottom line. In October 2023, the company reported a 13.5 percent sales decrease for the third quarter, leaving a bad taste in the mouths of many beer lovers on both sides of the issue. 

The lesson from Bud Light's experience is one that other brands can learn from without having to endure the same hardships. By looking to the guidance of brands that have successfully navigated similar controversies, businesses and organizations can confidently stand their ground and express their values. By authentically communicating your brand's principles, you can forge strong connections with your audience, fostering customer loyalty and effecting positive change that reverberates far beyond the confines of your business or organization.