Uncle Ben’s masterclass in renaming and D&I strategy

Ben's OriginalsMars
Written By On Strategy Showcase

Anja Spielmann
Global Brand Director
Ben’s Original at Mars
London

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Oliver Egan
Strategy Partner
The&Partnership Worldwide
London

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The name change from Uncle Ben's Rice to Ben's Original was a response to claims of racial stereotyping. The subsequent campaign from The&Partnership is a masterclass in strategic thinking that grew household penetration 20%. Yet another example of how doing what’s right is also right for business.

 
 
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