Unilever’s Magnum ice cream brand had an early start, then a decade of silence, but lots of original and fun campaigns since 2015.
Because of the collaboration with style icons like Laverne Cox and the support for charities GLAAD and COC, as well as the use of their media for equal rights, Magnum scores bonus points. However, they should have avoided the blooper in 2019 and that costs points. Since then they have shown their support on a number of different occasions in clear support of the community. They get an 8.
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Article provided by Alfred Verhoeven, Marketing The Rainbow
Does the Gay Consumer Really Exist?
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Alfred Verhoeven is a marketer and is in the final phase of his PhD research Marketing the Rainbow. He previously wrote for ILOVEGAY about Pronouns, About those rainbows, Alphabet soup, M&M’s and the lesbian invasion, Marketing the Rainbow: the process and all that came before it, Sport and (un)sportmanship, Why you need a supplier diversity program, BeNeLux LGBTIQ+ Business Chamber (BGLBC), From B2C and B2B to B2G and G2G (oh, and G2C), The Men from Atlantis, The other kind of cruising, Booking.com, Home Deco, Haters and trolls: the ‘letter to the editor’ of the 21st century, 5 Bizarre LGBT Videos, TRANSparency, Transgender persons as a target group, Matchmaking, 5 videos that went viral, From Representation To Respect, Cultural sensitivities and social involvement in marketing, 4 reasons to practice diversity and The Rules of Market Segmentation.