Brand Tracker

Welcome to the automated Brand Tracker diaries.

United States

Ben Cohen Calls on the Marketing Community to Free Ben & Jerry’s

Campaign: Free Ben & Jerry’s

Source: https://www.adweek.com/brand-marketing/ben-cohen-calls-on-the-marketing-community-to-free-ben-jerrys/?itm_source=homepage&itm_medium=the-latest-left&itm_campaign=3

Goal: Pressure Magnum to sell Ben & Jerry's

Claim: The fate of Ben & Jerry’s is in your hands

Media: Social media, live stunts

Summary: Ben Cohen, co-founder of Ben & Jerry's, is urging the marketing community to create a guerrilla marketing campaign aimed at freeing the ice cream brand from The Magnum Ice Cream Company. The initiative seeks to regain independence for the brand to uphold its social mission and rectify deteriorating relationships with its current ownership. Cohen outlines a brief for a campaign with a budget of up to $20,000, encouraging creative submissions that can exert pressure on Magnum, with the winner receiving free Ben & Jerry's for life if the brand regains its autonomy.

Sweden

Moderaterna Reported to the Police for Clean Graffiti in Stockholm

Brand: Moderaterna

Campaign: Städgraffiti

Source: https://www.resume.se/marknadsforing/reklam/stockholms-stad-polisanmaler-moderaternas-reklamkupp/

Goal: To publicize political messages about crime discounts

Claim: Socialdemokraterna försöker tvätta bort sanningen.

Media: Public spaces in Stockholm

Summary: The Moderaterna party has been reported to the police for conducting a guerrilla advertising campaign in Stockholm using pressure washing to reveal political messages on dirty surfaces at multiple crosswalks. This action, perceived as a form of vandalism under local regulations, has raised legal concerns, prompting the city to remove the messages and file a report.

guerrilla marketing political campaign public communication

Sweden

Moderaterna uses city graffiti in election campaign

Brand: Moderaterna

Campaign: Städgraffiti campaign

Source: https://www.resume.se/marknadsforing/kampanj/moderat-gerillareklam-i-stockholm-tvattar-fram-budskap/

Goal: To emphasize support for crime victims and criticize the Social Democrats' stance on crime discounts.

Claim: Social Democrats tread on crime victims.

Media: Social media, public graffiti installations

Summary: In an unusual campaign tactic, the Moderaterna party is utilizing reversed graffiti to communicate their message about abolishing crime discounts by pressure washing dirty surfaces at various crosswalks in Stockholm. This guerrilla campaign has led to controversy regarding its legality, as the city plans to remove the messages.

guerrilla marketing political campaign