AUGUST 22, 2022|FOOD AND DRINK
Why Ben & Jerry's Teaming Up With Tony's Chocolonely Is a Great Brand Partnership
Global ice cream giant Ben & Jerry's announced a partnership with 100% slave-free chocolate brand Tony's Chocolonely to produce a new flavor that uses ethically sourced chocolate and brings attention to the ongoing issue of modern slave-labor in the cocoa industry.
I love this brand partnership for many reasons (and not because it involves two of my favorite products). Both brands are launching a new co-branded product. The products are in related categories, but don't compete directly. There is a great cause behind it. And there's chocolate involved. Ok, that last one isn't really a reason to consider this a great partnership. But it doesn't hurt.
Rohit speaks on this topic. See his marketing keynote.
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How It All Started
A Short Backstory Of This Blog
This is a blog about non-obvious ideas. Originally launched on the Typepad platform in 2005 as the Influential Marketing blog, the stories at first focused mainly on digital marketing while Rohit worked at Ogilvy Advertising. In 2015 Rohit officially rebranded to the Non-Obvious Insights Blog and published his WSJ bestseller Non-Obvious. For the past twenty one years, this blog has coined new terms, introduced future marketing practices and inspired the next generation of non-obvious thinkers and marketers.
