By Benjamin GroffMedia© | benandsteve.com | 2025 Truth Endures©
🌈 How Braums Dairy Supported Pride — Weathered Criticism, Reaped Major Rewards
1. Context: Logo on Plaza Sponsorship
In June 2025, Braums Dairy was unexpectedly in the spotlight. It is a beloved Oklahoma-based chain of ice cream shops, fast-food restaurants, and grocery markets. Their logo appeared on promotional flyers for “Pride on the Plaza,” a local Pride celebration in Oklahoma City (1). It served as part of a broader “Live on the Plaza” sponsorship package.
2. Initial Backlash
Conservative commentator and former state lawmaker Gabe Woolley reacted to the logo’s appearance. He tweeted that he would boycott Braums for allegedly funding a drag event. (2). His claims quickly gained traction among right-leaning Oklahomans, prompting calls for political reaction to this perceived advocacy.
3. Rebuttal & Clarification
Soon, voices with marketing skill pushed back. Braums was not directly sponsoring the Pride party. Instead, they were supporting the venue’s broader summer programming. Further investigation revealed that their sponsorship covered the entire weekend. This included the LGBTQ+ event. Still, it was not explicitly targeted at Pride.
This nuance shifted the framing dramatically: what was initially cast as a partisan act became clear as simple venue support.
4. The Social Media Surge
After the dust settled, reactions flipped. Social media buzz exploded on TikTok:
“@Braums could not have ENGINEERED this kind of positive publicity if they tried #oklahoma #braums #braumsicecream #drama” (3)
Citizens applauded the company’s unintended but visible support, demonstrating powerful brand alignment.
5. Tangible Business Upside
This wave of exposure translated into real-world gains:
- Brand lift & awareness: Braums featured in news cycles, social feeds, and community conversations—as a business unafraid to be inclusive.
- Customer engagement: LGBTQ+ supporters and allies publicly shared plans to patronize Braums. As a result, many new customers discovered the brand. Community loyalty soared.
- Earned PR: Local outlets like The Lost Ogle covered the story. They humorously defended Braums. They also criticized the boycott efforts (4).
It became a textbook example of inclusive marketing with unexpected ROI.
6. Takeaways for Brand Strategy
Insight Lesson
Intersectional sponsorships matter. Even general licensing contracts (e.g., “Live on the Plaza”) can effectively link your brand to meaningful causes.
Backlashes can pivot positively When critics amplify your message, clear and direct messaging helps turn controversy into resonance.
Public support matters TikTok, and community praise can vastly outperform first negative attention.
Organic PR beats paid media. Media coverage and word-of-mouth about your brand can have a lasting impact and longevity that outlasts short campaigns.
7. Conclusion
Braums experience offers a powerful case study for businesses. Even inadvertent support of social causes can yield significant goodwill. It also brings loyalty and profitability. Through smart, clear communication and customer engagement, you can transform backlash into business-building buzz.
benandsteve.com 