In today’s world, brands are no longer just about products or services; they’re about values, beliefs, and making a difference. Some of the most memorable commercials in recent years have been those where brands took a stand on social or political issues. These bold statements often generate significant buzz, impact the brand’s reputation, and elicit strong audience responses—both positive and negative. In this post, we’ll analyze a few real-time case studies of such commercials, exploring how they influenced public perception and the role of famous personalities in these campaigns.
Why Brands Took a Stand
So, why have brands suddenly started taking a stand on social or political matters? The answer lies in the changing dynamics of consumer behavior. With increased access to information, consumers are becoming more socially conscious and expect the same from the companies they support. They want to feel connected to the brands they choose to invest in, knowing that their values are reflected in their purchases.
Brands are beginning to understand that their influence extends beyond the realm of consumption and can be used as a force for good. On the other hand, it can alienate certain segments of the audience who may not share the same views. So, why do brands take the risk? The answer lies in authenticity. In a world where consumers increasingly value transparency and social responsibility, brands that align with their audience’s values can foster stronger loyalty and trust.
1. Nike’s 2018 Campaign Featuring Colin Kaepernick
Overview
In 2018, Nike launched the “Dream Crazy” campaign, which featured former NFL player Colin Kaepernick, known for his peaceful protests against racial injustice. By choosing Kaepernick, who had been sidelined due to his peaceful protests against racial inequality during the national anthem, Nike sent a powerful message about the importance of standing up for what you believe in. Despite facing backlash from some segments of society, the campaign resonated with many and resulted in increased sales and brand loyalty.
Impact on Reputation
Nike’s decision to feature Kaepernick was polarizing. Some consumers praised the brand for taking a stand on racial equality, while others criticized it, even going so far as to boycott the brand. Despite the backlash, Nike’s sales surged by 31% following the release of the ad.
Audience Response
The commercial sparked a nationwide conversation about race, police brutality, and freedom of expression. It also showed that aligning with social justice can galvanize a brand’s core audience, even if it risks alienating others.
2. Gillette’s “The Best Men Can Be” Ad
Overview
Released in early 2019, Gillette's ad turned heads with its powerful message about toxic masculinity and the importance of standing up against it. The showcased instances of bullying, sexual harassment, and sexism, encouraging men to challenge these behaviors and be role models for future generations.
Impact on Reputation
The commercial received mixed reactions. Some applauded Gillette for addressing important social issues, while others accused the brand of “man-shaming” and overstepping its role. Despite the controversy, Gillette reported that the campaign led to substantial media buzz and public debate which was ultimately beneficial for the brand’s visibility.
Audience Response
The ad sparked a heated debate on social media, with #BoycottGillette trending shortly after its release. However, many also praised the brand for promoting positive change. The campaign highlighted how commercials that tackle social issues can polarize audiences but also raise awareness and spark essential conversations.
3. BTS and Hyundai’s “Global Hydrogen Campaign”
Overview
In 2020, Hyundai partnered with BTS, the globally renowned K-pop band, for their “Global Hydrogen Campaign,” promoting the use of hydrogen as a clean energy source. The campaign aimed to raise awareness about environmental sustainability, with BTS delivering the message in their signature style.
Impact on Reputation
Hyundai’s decision to collaborate with BTS helped the brand reach a younger, environmentally-conscious audience. The campaign not only positioned Hyundai as a forward-thinking, eco-friendly brand but also boosted its global visibility, thanks to BTS’s massive fanbase.
Audience Response
The response was overwhelmingly positive, with fans of BTS, known as the ARMY, rallying behind the campaign. The partnership demonstrated how leveraging the influence of famous personalities like BTS can amplify a brand’s message and align it with global movements, such as environmental sustainability.
4. Ben & Jerry’s “Justice ReMix’d” Campaign
Overview
Ben & Jerry’s, a brand known for its activism, launched the “Justice ReMix’d” campaign in 2019 to support criminal justice reform. The campaign was a collaboration with the non-profit organization Color of Change, and it included a new ice cream flavor, with proceeds going towards the cause.
Impact on Reputation
Ben & Jerry’s has long been vocal about social issues, so this campaign was in line with the brand’s identity. The “Justice ReMix’d” campaign was well-received by its target audience, further solidifying the brand’s reputation as a socially conscious company.
Audience Response
The campaign resonated with consumers who are passionate about social justice, and it also attracted media attention for its bold stance. Ben & Jerry’s demonstrated how consistency in messaging and actions can enhance a brand’s reputation and build strong connections with like-minded consumers.
5. Heineken’s “Open Your World” Campaign
Overview
In 2017, Heineken released the “Open Your World” campaign, which featured people with opposing views on social and political issues coming together over a beer. The ad aimed to promote dialogue and understanding in a world increasingly divided by politics and social issues.
Impact on Reputation
The campaign was lauded for its positive message and its focus on bridging divides. Heineken successfully positioned itself as a brand that values open-mindedness and conversation, which resonated with many consumers looking for common ground in a polarized world.
Audience Response
The commercial was well-received, with many praising Heineken for encouraging civil discourse. The campaign generated significant buzz and was shared widely on social media, demonstrating the power of a positive, inclusive message in advertising.
The Impact of Commercials That Took a Stand on Brand Perception
Taking a stand on social or political issues can be a risky move for brands, but as these case studies show, it can also lead to significant rewards. Whether it’s Nike’s bold support for Colin Kaepernick or Hyundai’s partnership with BTS to promote sustainability, these commercials illustrate the impact of aligning a brand with important causes.
The key takeaway is that authenticity matters—brands must stay true to their values and understand their audience to successfully navigate the complexities of social and political advertising.
For marketers looking to make a bold statement, it’s essential to carefully consider the potential risks and rewards. With the right strategy, taking a stand can not only boost a brand’s reputation but also create meaningful connections with consumers who share the same values. As the world continues to evolve, so too will the role of brands in shaping social and political discourse through advertising.
Commentaires