Kotler notes that brand activism is a natural evolution of corporate social responsibility (CSR) and environmental, social and political programs that are transforming businesses worldwide. Previous efforts have focused on marketing and corporate-driven initiatives.
Brand activism occurs when companies new zealand number for whatsapp put the future of humanity and the health of the planet at the top of their agenda. The underlying force is a sense of justice and fairness for all.
“Sex doesn’t sell anymore, but activism does,” said Blanca Juti, Chief Corporate Relations of Heineken, during the NRC Impact Day . Heineken made a TV commercial for the American market in which strangers with opposing views talk to each other . While enjoying a beer, they discover that they have more in common than they initially thought. Pepsi recently launched a (heavily criticized, ed.) commercial in which model Kendall Jenner participates in a protest march. When the protesting crowd reaches the line of police officers, Jenner walks up to one of the officers and offers him a can of Pepsi.
The 6 P's of Ben & Jerry's Activist Marketing
During OnBrand17, Jay Curley, Senior Global Marketing Manager at Ben & Jerry's, shared how the company is giving meaning to activist marketing . Curley bases his story on a new marketing framework: the 6 P's of activist marketing. The goal of this framework is to get marketers to look differently at the tools at their disposal. This framework gives you the opportunity to set up a campaign with the power of a social movement. The 6 P's help companies change the world:
Purpose
Policy
People
Power
Publishing
Pop culture
If you don't have a goal, you have a problem – Jay Curley
1. Purpose
Purpose is what you believe in. Why does your company exist? What is its higher purpose? Childhood friends Ben Cohen and Jerry Greenfield start an ice cream parlor in Burlington, Vermont (USA) in 1978. They initially consider selling bagels, but the investment in materials proves too high. In the end, it becomes Ben & Jerry's homemade ice cream.