KRAFT | LEGAL-ADE | 2019
In a Country Where Kids Get Arrested for Selling Lemonade, They Hired Lawyers / KRAFT "LEGAL-ADE"
A kid opens a lemonade stand, and the police shut it down. In America, this isn't an urban legend. It actually happens.
The problem
Running a lemonade stand is only legal in 16 of the 50 US states. Jennifer, from Colorado, and her three sons set up a stand just to raise money for charity, and the police demanded a permit that cost hundreds of dollars.
The insight
The person at KRAFT who heard this story apparently didn't believe it at first. But when they looked into it, it turned out to be true. If even the President gets a lawyer, why not give kids one too, and have them fight this ridiculous law?
The idea
Country Time launched "Legal-Ade," covering fines and permit fees up to a cap of $60,000. They published which states had these illegal rules on their website, and even explained how to go about changing the law. The campaign also used local newspaper ads and packaging to spread the word.
What happened
The governor of Colorado signed a bill allowing lemonade stands to operate without a permit. Texas later followed suit.
Afterthought
It's a rare story of an ad actually changing a law. A brand hiring lawyers just so kids can sell lemonade in the summer. If this kind of culture existed in Japan, I bet the health department would show up instead. But instead of just laughing it off, they really went and changed things. That's what gives me chills.
Awards
- Cannes Lions Gold 2019
Featured in
- Ads That Reached Into the LawBreaking rules, slipping through loopholes, rewriting statutes — eight ads, ordered by how far they reached.
