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efinitely, the move of any brand is always welcomed by
compliment as well as complaint from people, who share
different perspectives. Nevertheless, it is an important step
forcompanies to takepart insocial contributionanddrivecommunity
to the better shift.
Sexual orientationandLGBT (Lesbian, Gay, Bisexual &
Transgender) were used to be the dark issues that got
nosupport fromanybrand.Although thisgroupofpeople
were considered as one of potential market segments.
However, human diversity and respecting human rights
nowadayshavebecome the issues thatgainpriority from
peoplearound theworldwith the force to createabetter
society.Food industryalsogetssimilar idea.Manybrands
have fearlessly stepped out to base their positions in
supporting sexual orientation.
Ben& Jerry’s
Ben& Jerry’s has originated and prospered under cooperate social
responsibility concept. It always take social issue as a reference in
buildingbrandawareness.Same-sexmarriagedidwork in thesame
way. Once, Vermont State has announced to certify the same-sex
marriage as legal practice, Ben & Jerry’s decided to change its ice
cream name from “Chubby Hubby” to “Hubby Hubby” (Hubby is an
informal term tocall ahusband).Meanwhile,whenGreatBritainhad
considered thesimilarpractice,Ben&Jerry’salsochanged thename
of its pie-apple ice cream to “Apple-y EverAfter”, sharing the same
meaningof “HappilyEverAfter”orbehappy foreverandafter.Besides,
tocelebrate thepassingofSame-SexMarriageAct in2015atUnited
StatesofAmerica, thenameof chocolate-chiphasbeenchanged to
“I Dough, I Dough”, implying the term of “I do, I do”, the common
words in accepting a proposal. Not only that, Mr.Jostein Solheim,
Ben & Jerry’s CEO, also issued the statement that his brand was
proud to see such a decision fromSupremeCourt.
Oreo
In2012,Oreoposted thepictureof its rainbow-fillingsandwich
cookie. Even it was not really on sale; however, it had reflected
asan important signal onhow thisbrand thought about theLGBT
issue.
Starbucks
This world-famous coffee brand has a record to endlessly and
intensively support LGBTcommunity. In2014, the rainbow flagwas
flown above its headquarter in the State of Seattle. Moreover,
Mr.HowardSchultz,CEOofStarbucks,madeannouncement to free
all anti-gayshareholders that if theywerenot agreedwithStarbucks’
LGBTpositionandable to find thebetter stockswith returnofmore
than38%as last year.Let’ssell allStarbuckssharesandmoveaway
toothercompanies’stocks.Starbucksalso launched itsadvertisement
by having Drag Queen played a leading role. Starbucks staff was
trainedbySeattlePoliceOfficeat theheadquarteronhow toexercise
interpersonal skills with LGBT people, who became the victim of
social violenceandhow to lookafter thingsonbehalf of thepolices,
themselves.
Doritos
In2015, Doritos launched limitededition chips to celebrate5 years’
anniversary of “It Gets Better” campaign that has been initiated to
stop all kinds of social violence among LGBT youth and teenager,
who killed themselves after being teased and pickedby society.
Chobani
Chobani is the yogurt brand that launched Lesbian advertisement.
Thebrandhaspositioned itself asproducingquality food for people.
Binding togetherasone is theheart ofChobani business.Therefore,
thisbrand isproud tomake itsproductsavailable foreveryonewithout
exception. It values social diversity aswell.
Coca-Cola
It is the big carbonated beverage firm that launched a Super Bowl
competition advertisement in 2014 about the gay dad. The
advertisement got highest ratingever.While in2015,Coca-Colahad
launched another advertisement. It was about family with sexual
orientationand thekeymessage “Wechoosehappinessover tradition”
was conveyed to support people in making each other happy and
live together with the respect to social diversity.
