|How Do You Scoop Love?
By: Briskman Stanfield
Say hello to, “I Dough, I Dough!" In celebration of a historic moment, B&J was obviously prepared and proudly ready for change. Their loving proof was displayed not only in name, but depicted graphically with interlocking ‘o’s within the words ‘dough’ symbolizing wedding rings.
Just as the newly named flavor for “Chocolate Chip Cookie Dough” represented a significant present day change, it also expressed Ben & Jerry’s sweet ‘woo-hoo!’ shout out of support for the Supreme Court’s decision to legalize gay marriage nationwide.
Yet, Ben & Jerry’s reaches beyond name change by always keeping the cause insight. As this special limited creation is available for purchase online through the Human Rights Campaign, with all proceeds benefitting the organization.
This is not the first time this savvy company has played the name game in honoring monumental moments. In 2009 Ben & Jerry’s renamed “Chubby Hubby’ flavor to the very timely and apropos, “Hubby Hubby’.
Ben & Jerry’s always scoops the names that make us smile, laugh and enjoy ‘ahah!’ moments. The meaningful rename of ‘I Dough, I Dough’ will always resonate a landmark decision that happened on June 26, 2016.
A day social media went off the chart in the most creatively notable ads as the contagious excitement trended a competitive level of positive response.
As a result the message is strong. Love is powerful. It can change a nation and instantly change the face of advertising, in flying rainbow colors.
Briskman Stanfield is a freelance copywriter and all-around, behind-the-scenes team player.
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