Penn State

"What's the Doughboy Afraid Of?" — attack instead of playing victim

Rather than positioning as victims, Ben & Jerry's launched a curiosity-driven counterattack campaign showing the Pillsbury Doughboy's hands strangling a pint, captioned "What's the Doughboy afraid of?"

“They didn't— they didn't say, "Oh, we got, you know, we're the victim," right? Right away they said, "What's the Doughboy afraid of?" And so you kind of— it's attacking Pillsbury. It gets curiosity. What— what are they talking about? What's going on here? And this turned into their rally cry.”

Steal thisFrame a fight as a curious question that attacks the bully, not a complaint that you're the victim.