Brain freeze backlash

16.11.2016 Ben & Jerry's : Post-truth Politics : Brexit

US – The latest Ben & Jerry’s campaign is a poignant parable of cooperation at a time of increasing social and political division.

  • The work was inspired by Coventry University’s research on the power of negative narratives in the media
  • It is part of the Ben & Jerry’s One Sweet World campaign, conducted in conjunction with grassroots community groups across Europe

The advert, part of the ice cream brand’s One Sweet World social inclusion campaign, depicts the success of a political party consisting solely of lemons, the supporters of which act with aggression towards any other form of fruit.

The animation includes newspapers with headlines such as ‘Go home’ and placards promoting biological hierarchy. The advert goes on to show the world reaching a happier equilibrium through fruitful dialogue, ending with the caption ‘We don’t live in a one-flavour world’.

The work was inspired by recent research carried out by Coventry University’s Centre for Trust, Peace and Social Relations (CTPSR), which showed that, despite the number of people who believe that migration is a positive force being the same as those who think it is a negative one, hostile narratives around migration are more likely to gain traction in the media.

Following the result of the US presidential election, the brand also sent an open letter to president-elect Trump calling for him to forge national unity.

The Big Idea

In an increasingly Dislocated World it is becoming more important than ever for brands to use their considerable power to promote social causes that align with their customers’ beliefs.

You have 2 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
Discover Our Memberships Sign in

What do we use cookies for?

We use cookies to enable the use of our platform’s paid features and to analyse our traffic. No personal data, including your IP address, is stored and we do not sell data to third parties.

Learn more