In a new article in B Magazine, I look at Ben & Jerry’s corporate strategy to turn its customers into social activists. A lot of good things have happened at the company since Ice Cream Social was published three years ago, and the article brings you up to date on some of the most exciting developments. Take a look and let me know what you think.
The photo shows company co-founder Ben Cohen getting arrested in front of the U.S. Capitol last April He did it along with 300 other people, including three members of the company’s Board of Directors, to protest the suppression of voting rights. He didn’t do it to sell ice cream — but it did sell a lot of ice cream, including a new flavor called EmpowerMint that supports the North Carolina Chapter of the NAACP. The article explains how and why that strategy works.
One Response to Activism As Brand Identity
Sadly, I have a hard time reaching for my favorite Coffee Toffee Bar Crunch because of Ben & Jerry’s non-GMO policy. Sure, being anti-GE is warm and cozy and goes hand-in-hand with being anti-big corporation. But it makes no logical or scientific sense? What if Ben & Jerry’s came out as pro-GMO, as did Bill Nye and others? That would be powerful social action in my book!