Ben & Jerry's - Justice ReMix'd
Targeting - Socially conscious consumers, activists, and those passionate about creating positive change in the criminal justice system.
Core Theme of the Campaign -
Ben & Jerry's collaborates with the Advancement Project National Office, aiming to raise awareness about the unjust criminal justice system through a sweet and impactful message delivered via ice cream.
About the
Campaign -
Ben & Jerry's Justice ReMix'd Campaign is a social justice-driven initiative by the iconic ice cream brand, advocating for criminal justice reform and addressing systemic issues.
Formula applied by the Campaign to elicit customer action -
The campaign prominently features the flavor "Justice ReMix'd," created to symbolize the need for a fair and inclusive justice system, with proceeds supporting criminal justice reform organizations.
Business Title
A Look at
the Campaign
1. Flavor with a Purpose: "Justice ReMix'd" flavor combines cinnamon and chocolate ice creams with gobs of cinnamon bun dough and spicy fudge brownies, representing the mix of issues in the criminal justice system.
2. Advocacy Partnerships: Ben & Jerry's partners with organizations like Advancement Project National Office, addressing systemic racism and advocating for justice reform.
3. Fundraising Impact: Proceeds from the flavor contribute to supporting organizations working towards criminal justice reform.
4. Engagement through Ice Cream: The campaign creatively uses a beloved treat to engage the public in important conversations about justice issues.
5. Digital Activism: Ben & Jerry's leverages social media and online platforms to encourage digital activism and awareness about the campaign.
6. Global Impact: The campaign extends beyond the U.S., with Ben & Jerry's advocating for justice on a global scale.
7. Interactive Website: A dedicated website provides resources, information, and opportunities for individuals to get involved in the cause.
8. Promoting Dialogue: Justice ReMix'd sparks conversations about the criminal justice system, encouraging consumers to become advocates for change.