It seems Ben and Jerry’s may be next in the firing line after they made waves with a provocative 4th of July tweet claiming the US is on stolen Indigenous land. Could we witness a downturn similar to Bud Light?
Or is their irresistibly good ice cream strong enough to keep their ship afloat?
Die-hard Bud Light fans tend to be conservative men, and Bud Light did a small promotion with a person that doesn’t fit into their worldview. That vocal minority made a stink, got some press coverage, and maybe put a dent in this quarter’s earnings. But most average consumers didn’t care or maybe didn’t even notice, and they kept buying whatever beer they usually buy.
In this case, the die-hard fans won’t be up in arms. There won’t be nearly as much noise to make it through to the press and therefore to average consumer. Most people won’t hear about this tweet. If they do come across it, and disagree with the message, they’ll probably just roll their eyes and forget about it before their next trip to the grocery store.
Another difference, some people make their favorite brand of beer a part of their identity, and treat it the way some people treat their favorite football team. I would expect there are fewer people that do the same for their favorite brand of ice cream.