The flavor of resistance (Chocolate Pecan)
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https://sf.eater.com/2018/11/1/18052928/ben-and-jerrys-pint-oakland-artist-favianna-rodriguez-resist
Ben and Jerry's recently released a new politically focused flavor called "PeCan Resist." It features the art of Favianna Rodriguez, an Oakland artist and activist. Known for being the ice cream of Progressive Vermont Values, the package reads “We honor & stand with women, immigrants, people of color, & the millions of activists and allies who are courageously resisting the President’s attack on our values, humanity & environment.”
Capitalism often exploits social moments for monetary gain, but I feel that B&J's is doing a better job than most with this flavor. They did not just make a general image and statement, but had one crafted by an artist who is from and works in targeted communities. They also made donations of $25,000 to four different organizations: Honor the Earth, the Women’s March, Neta, and Color Of Change, which is also based in Oakland. They also source fair trade and sustainable ingredients for a positive social impact on an international scale. A capitalist society is built off of the exploitation of vulnerable peoples, but socially business decisions like some of the one's B&J's makes are a good place to start to improve the lives of marginalized communities everywhere.
I think this is an excellent example or a way that advertises a belief as well as a product. This was definitely a risk for Ben & Jerry's just as it was a risk for Nike and their newest advertising campaign. When business merges with civil rights movements it builds more awareness because there is going to be more media coverage.
ReplyDeleteI agree with your point about capitalism exploiting different social movements and activists and I also agree that Ben & Jerry's generally does a good job of promoting social issues in a way that benefits activists and the movements themselves, not just their company. They have created flavors in the past that were dedicated to supporting specific social movements as well. I remember in 2015, they had a flavor called "I Dough, I Dough," which donated money to marriage equality.
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