⁠Nike and Colin Kaepernick: "Just Do It"

In 2018, Nike made a bold and effective move by choosing American football player Colin Kaepernick to headline its iconic “Just Do It” campaign. The decision was high-risk, as Kaepernick had been both criticized and praised for kneeling during the U.S. national anthem in protest against police violence and racism.

Ultimately, the risk paid off: the company’s sales surged, and the campaign became a hallmark of courageous marketing. Nike positioned itself as a brand committed to social justice, gaining loyalty from consumers who value political engagement.

Ben & Jerry’s: Against Racism

Also driven by the issue of police violence and racism in the U.S., Ben & Jerry’s publicly and assertively took a stand against White Supremacy in 2019. The campaign Silence Is Not An Option continues to this day and has since evolved into other initiatives, such as raising awareness among Black communities about the importance of voting. This approach positively impacted the brand, increasing its social media engagement and solidifying its image as “progressive” among consumers.

Gillette: "The Best a Man Can Get" and Toxic Masculinity

In 2019, Gillette launched its campaign “The Best a Man Can Get,” addressing issues of toxic masculinity and encouraging healthier behaviors and awareness among men. The campaign promoted respect, responsibility, and inclusivity, challenging outdated notions of gender roles.

Though it sparked controversy and alienated a small segment of its audience, the campaign helped Gillette foster a dialogue about masculinity and attract a new profile of consumers, particularly among younger generations who value social issues and a modern approach to gender dynamics.

Coca-Cola: "Love Is Love" in Support of the LGBTQIA+ Community

Over the years, Coca-Cola has positioned itself as a pioneer in advocating for diversity and inclusion through various campaigns. A standout example was the “Love Is Love” campaign, launched in support of the LGBTQIA+ community in 2015, coinciding with the legalization of same-sex marriage in the U.S.

Despite social polarization surrounding LGBTQIA+ rights, particularly in the U.S., Coca-Cola successfully increased engagement with its target audience—primarily young, progressive individuals who value inclusion and champion human rights.