Cone Rangers

Idea

Brands rushed to mark last week’s news that gay couples could marry across America, with special rainbow logos appearing across social media. Ice cream makers Ben & Jerry’s went a step further, marking the historic decision with a new flavour– ‘I Dough, I Dough’. Proceeds from the special tubs will go to the Human Campaign, a nonprofit that supports LGBT rights

What We Like

It’s timely, for a great cause and generated some fantastic coverage

Learnings

Customers are more likely to embrace marketing with a social purpose if they think a brand is being authentic. B&J has a history of supporting progressive causes, giving its gesture automatic credibility