Making Neutrality Interesting
Some days, we marketers spend as much time trying to avoid controversy as we do actually marketing things. Which is why I was so intrigued by a recent project some friends and I did.
The project is a website called Chick-Fil-A Confessional, and it's in reaction to the anti-gay marriage statements made by Dan Cathy, the Chick-Fil-A CEO. (I'd link to his comments, but I'm pretty sure both you readers have seen them by now.) But instead of choosing sides, Chick-Fil-A Confessional is aimed at people who support gays, and also support the lightly breaded goodness of a Chick-Fil-A sandwich.
Because of this, the site has done something the entire country of Switzerland has not: Made neutrality seem interesting.
The site was featured on Fast Company, Good Magazine, and Creativity, among others. And the originator of the idea, Natalie Taylor, wrote a charming behind-the-scenes story on Huffington Post.
In addition to finding out neutrality can be interesting, we also discovered neutrality can be fast. Between the time Natalie first texted the idea and the time the site launched, 7 days passed. Nice work, all.