Ben & Jerry’s, Frito-Lay and Oreo Put Diversity Messaging Right on the Pack. There Are Risks and Rewards.

By S.L. Fuller

If there’s one CPG brand known for taking societal and political stances, it’s Ben & Jerry’s.

The Unilever-owned line of ice cream puts company values front and center on its packaging — like when it released a design of two cows in top hats, ostensibly getting married, on the front of “I Dough, I Dough” packaging that celebrated the U.S. Supreme Court’s 2015 ruling in favor of same-sex marriage.

“We’re definitely not making choices based on popularity,” the brand’s global creative director, Ellen Kresky, told CPG Specialist.