By Reach Brands
Using packaging to make a statement is not necessarily new from a creative point of view. However to use it as a platform to communicate a social message on a brand that is not a social brand is really different and very brave. Ben & Jerry’s have paired up with the charity Stonewall who campaign for lesbian and gay rights. The re-launch of their apple variant under the ‘Apple-y Ever After’ name, features a male couple on top of a wedding cake. The pack is also backed up by online information and also the ability to petition the cause. It will be fascinating to see what brand is next and indeed what cause?
By Zoe Tuttle, Strategist at Reach
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