How Ben and Jerry's Built a Brand on Ice Cream Activism

Brand Storytelling with Fexingo: Narrative, Mission, and Stories That Sell · Jul 27, 2026 · 8m · transcript

Ben & Jerry's has been taking political stands since the 1980s, turning social mission into a core brand strategy. In this episode, Lucas and Luna examine how the ice cream maker uses flavor names, ingredient sourcing, and profit allocation to drive activism — and why it works without alienating customers. They dive into specific campaigns like Save Our Swirled and Justice ReMix'd, the 7.5% pretax profit donation, and the board structure that protects the mission. A case study in purpose-driven branding with concrete takeaways for marketers.

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