{"id":24634,"date":"2025-09-23T14:43:47","date_gmt":"2025-09-23T14:43:47","guid":{"rendered":"http:\/\/mediashower.com\/blog\/?p=24634"},"modified":"2025-09-23T14:43:47","modified_gmt":"2025-09-23T14:43:47","slug":"marketing-lessons-ben-and-jerry","status":"publish","type":"post","link":"https:\/\/www.mediashower.com\/blog\/marketing-lessons-ben-and-jerry\/","title":{"rendered":"Ben &#038; Jerry\u2019s Greatest Marketing Stunts"},"content":{"rendered":"<p>Jerry Greenfield, co-founder of Ben &amp; Jerry\u2019s, just stepped down after 47 years\u2014saying the brand\u2019s independence had been \u201c<a href=\"https:\/\/www.nytimes.com\/2025\/09\/17\/business\/ben-and-jerrys-cofounder-resigns.html\">silenced<\/a>\u201d under its parent company Unilever.<\/p>\n<p>His exit raises a bigger question: what happens when a values-led brand loses the people who embodied its mission?<\/p>\n<p>For marketers, Ben &amp; Jerry\u2019s legacy is clear: they turned ice cream into activism and built campaigns that became cultural moments. Here\u2019s a look at their boldest stunts\u2014and the lessons they hold for building brands that truly stand for something.<\/p>\n<p><center><br \/>\n<iframe title=\"YouTube video player\" src=\"https:\/\/www.youtube.com\/embed\/C8EDzsiN0tk?si=9hH-r9X0hnp0A_me\" width=\"760\" height=\"515\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/center><\/p>\n<p style=\"text-align: center;\"><em>Peace, Love, and Ice Cream<\/em><\/p>\n<h2>The Campaigns That Set the Standard<\/h2>\n<p>Ben &amp; Jerry\u2019s established its identity by <a href=\"https:\/\/qz.com\/a-brief-history-of-ben-jerrys-political-ice-cream-fla-1849461747?utm_source=chatgpt.com\">turning campaigns into conversations<\/a> that mattered. Each one sparked reactions\u2014from applause to outrage\u2014that proved people were paying attention. They\u2019re still the gold standard for cause-based marketing.<\/p>\n<h3>\u201cWhat\u2019s the Doughboy Afraid Of?\u201d (1984)<\/h3>\n<div id=\"attachment_24635\" style=\"width: 1010px\" class=\"wp-caption aligncenter\"><img aria-describedby=\"caption-attachment-24635\" loading=\"lazy\" class=\"wp-image-24635 size-full\" src=\"http:\/\/mediashower.com\/blog\/wp-content\/uploads\/2025\/09\/Dough-Boy-sticker-with-text-Whats-the-Dough-Boy-Afraid-Of-and-phone-numbers-1-800-426-4604-and-862-8286-in-Vermont.jpg\" alt=\"Dough Boy sticker with text 'What's the Dough Boy Afraid Of?' and phone numbers 1-800-426-4604 and 862-8286 in Vermont\" width=\"1000\" height=\"328\" srcset=\"https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/09\/Dough-Boy-sticker-with-text-Whats-the-Dough-Boy-Afraid-Of-and-phone-numbers-1-800-426-4604-and-862-8286-in-Vermont.jpg 1000w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/09\/Dough-Boy-sticker-with-text-Whats-the-Dough-Boy-Afraid-Of-and-phone-numbers-1-800-426-4604-and-862-8286-in-Vermont-300x98.jpg 300w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/09\/Dough-Boy-sticker-with-text-Whats-the-Dough-Boy-Afraid-Of-and-phone-numbers-1-800-426-4604-and-862-8286-in-Vermont-768x252.jpg 768w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><p id=\"caption-attachment-24635\" class=\"wp-caption-text\"><a href=\"https:\/\/www.youtube.com\/watch?v=UNC8ohwsPAI&amp;t=509s\"><i>Source<\/i><\/a><\/p><\/div>\n<p>When Pillsbury (the makers of H\u00e4agen Dazs) reportedly pressured distributors to block Ben &amp; Jerry\u2019s from market shelves, the company went public. They printed, \u201c<a href=\"https:\/\/innovationsjournal.net\/how-ben-jerrys-took-on-pillsbury-and-won-13959a83730e\">What\u2019s the Doughboy afraid of?<\/a>\u201d on pints, ran ads, and asked customers to get involved.<\/p>\n<p>Fans rallied. Some called Pillsbury\u2019s corporate offices, others wore the bumper stickers like a badge of honor. National media picked up the story, amplifying the underdog narrative. The pressure eventually forced Pillsbury to back down.<\/p>\n<p><center><br \/>\n<iframe title=\"YouTube video player\" src=\"https:\/\/www.youtube.com\/embed\/_fhES_fk0zI?si=L8qp3SZWkyPF9V8y&amp;start=461\" width=\"760\" height=\"515\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/center>&nbsp;<\/p>\n<p><strong>Customer reaction<\/strong>: People loved rooting for the little guy. Ben &amp; Jerry\u2019s was fighting for survival, and customers were eager to join the fight.<\/p>\n<h3>\u201cOne Sweet Whirled\u201d (2002)<\/h3>\n<p>Ben &amp; Jerry\u2019s collaborated with the Dave Matthews Band for <em>One Sweet Whirled<\/em>, the world\u2019s first national global warming campaign. The tagline: \u201cEat this ice cream and lose 2,000 pounds\u2026of CO2.\u201d<\/p>\n<p>The campaign <a href=\"https:\/\/effectpartners.com\/the-one-sweet-whirled-campaign\">raised over $300,000<\/a> in donations to environmental groups and put a spotlight on global warming, which many Americans had not even heard of at the time.<\/p>\n<p>Responding to <a href=\"https:\/\/www.ipetitions.com\/petition\/bring-back-ben-jerrys-one-sweet-whirled-ice\/?utm_source=chatgpt.com\">popular demand<\/a>, the brand revived the flavor in 2018 with the name <em>One Sweet World<\/em>.<\/p>\n<h3>\u201cYes, Pecan!\u201d (2009)<\/h3>\n<p>The company renamed its butter pecan flavor to Yes, Pecan! in its scoop shops for the month of Barack Obama\u2019s first inauguration. They <a href=\"https:\/\/www.commoncause.org\/press\/ben-jerrys-partners-with-common-cause-to-celebrate-americans-uniting-for-positive-change\/?utm_source=chatgpt.com\">donated proceeds<\/a> to the Common Cause Education Fund, a <a href=\"https:\/\/www.upi.com\/Odd_News\/2009\/01\/19\/Ben-Jerrys-unveils-Yes-Pecan\/14811232398203\/?utm_source=chatgpt.com\">nonpartisan<\/a> nonprofit that encourages citizen participation in democracy. <a href=\"https:\/\/www.commoncause.org\/press\/ben-jerrys-partners-with-common-cause-to-celebrate-americans-uniting-for-positive-change\/?utm_source=chatgpt.com\">\u00a0<\/a><\/p>\n<p>A <a href=\"https:\/\/www.good.is\/articles\/obama-inspired-ben-and-jerrys-ice-cream-flavor-yes-pecan?utm_source=chatgpt.com\">Good.is article<\/a> described \u201c<em>Yes, Pecan<\/em>!\u201d as \u201camber waves of buttery ice cream with roasted non-partisan pecans.\u201d<\/p>\n<p><center><br \/>\n<iframe title=\"YouTube video player\" src=\"https:\/\/www.youtube.com\/embed\/lq88yZqbKRM?si=axiVIlC3STTsis_9\" width=\"760\" height=\"515\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/center>&nbsp;<\/p>\n<h3>\u201cPecan Resist\u201d (2018)<\/h3>\n<p>This flavor launched as an open protest against Trump-era policies, with proceeds going to grassroots organizations. The packaging, created by artist Favianna Rodriguez, became a piece of political art in its own right.<\/p>\n<p>The campaign quickly drew national coverage, with progressives praising the stand and critics calling for boycotts.<\/p>\n<p><strong>Customer reaction<\/strong>: Fans snapped up pints, posting photos online as a way to signal their own resistance. At the same time, conservative commentators slammed the company, which only fueled more attention.<\/p>\n<p>Love it or hate it, the campaign drove conversation\u2014and sales.<\/p>\n<h3>\u201cJustice ReMix\u2019d\u201d (2019)<\/h3>\n<p>In partnership with the Advancement Project, Ben &amp; Jerry\u2019s launched a campaign for criminal justice reform. Ice cream trucks became rolling billboards, showing up in communities, serving scoops, and sparking conversations.<\/p>\n<p><center><br \/>\n<iframe title=\"YouTube video player\" src=\"https:\/\/www.youtube.com\/embed\/vz7ZU4_xvZM?si=fL8-0rpERhEJuJTa\" width=\"760\" height=\"515\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/center>&nbsp;<\/p>\n<p><strong>Customer reaction<\/strong>: For some, the trucks felt like a bridge bringing attention to a serious issue in a way that felt accessible and human. For others, it was confusing to see dessert tied to systemic reform.<\/p>\n<p>That tension created debate, which was exactly the point.<\/p>\n<div id=\"attachment_24636\" style=\"width: 1010px\" class=\"wp-caption aligncenter\"><img aria-describedby=\"caption-attachment-24636\" loading=\"lazy\" class=\"wp-image-24636 size-full\" src=\"http:\/\/mediashower.com\/blog\/wp-content\/uploads\/2025\/09\/Ben-Jerrys-announcement-ending-ice-cream-sales-in-occupied-Palestinian-territory-with-cow-silhouette-on-green-hills.jpg\" alt=\"Ben &amp; Jerry's announcement ending ice cream sales in occupied Palestinian territory with cow silhouette on green hills\" width=\"1000\" height=\"448\" srcset=\"https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/09\/Ben-Jerrys-announcement-ending-ice-cream-sales-in-occupied-Palestinian-territory-with-cow-silhouette-on-green-hills.jpg 1000w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/09\/Ben-Jerrys-announcement-ending-ice-cream-sales-in-occupied-Palestinian-territory-with-cow-silhouette-on-green-hills-300x134.jpg 300w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/09\/Ben-Jerrys-announcement-ending-ice-cream-sales-in-occupied-Palestinian-territory-with-cow-silhouette-on-green-hills-768x344.jpg 768w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><p id=\"caption-attachment-24636\" class=\"wp-caption-text\"><i>A 2021 announcement on the <\/i><a href=\"https:\/\/www.benjerry.com\/about-us\/media-center\/opt-statement?utm_source=twitter&amp;utm_medium=social&amp;utm_campaign=demand&amp;utm_term=photo&amp;utm_content=opt-statement\"><i>Ben &amp; Jerry\u2019s website<\/i><\/a><\/p><\/div>\n<h3>\u201cSilence = Acceptance\u201d (2023)<\/h3>\n<p>This Pride campaign used melting ice cream as a stark visual metaphor for the rollback of LGBTQ+ protections. The message was urgent: Allyship means action. Customers shared the images widely across social media, amplifying the campaign far beyond its paid reach.<\/p>\n<p><strong>Customer reaction<\/strong>: LGBTQ+ advocates praised the clarity and tone, noting it avoided the rainbow-washing so common in June. Critics questioned whether a corporation should weigh in on politics.<\/p>\n<p>The divide showed that the campaign landed where it aimed: It asked people to choose a side.<\/p>\n<div id=\"attachment_24637\" style=\"width: 1010px\" class=\"wp-caption aligncenter\"><img aria-describedby=\"caption-attachment-24637\" loading=\"lazy\" class=\"wp-image-24637 size-full\" src=\"http:\/\/mediashower.com\/blog\/wp-content\/uploads\/2025\/09\/Ben-Jerrys-supporters-in-tie-dye-shirts-marching-with-pride-banner-in-Vermont-parade.jpg\" alt=\"Ben &amp; Jerry's supporters in tie-dye shirts marching with pride banner in Vermont parade\" width=\"1000\" height=\"563\" srcset=\"https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/09\/Ben-Jerrys-supporters-in-tie-dye-shirts-marching-with-pride-banner-in-Vermont-parade.jpg 1000w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/09\/Ben-Jerrys-supporters-in-tie-dye-shirts-marching-with-pride-banner-in-Vermont-parade-300x169.jpg 300w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/09\/Ben-Jerrys-supporters-in-tie-dye-shirts-marching-with-pride-banner-in-Vermont-parade-768x432.jpg 768w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><p id=\"caption-attachment-24637\" class=\"wp-caption-text\"><i>Source: Peace, Love, and Ice Cream; see video above.<\/i><\/p><\/div>\n<h2>How the Founders Shaped the Brand<\/h2>\n<p>Part of what made Ben &amp; Jerry\u2019s campaigns so powerful was the presence of the founders themselves. They were two friends with scruffy hair and worn flannels who believed a brand should reflect human values.<\/p>\n<p>Their image was inseparable from the brand and far removed from the typical corporate executive.<\/p>\n<p>They were approachable, quirky, and willing to speak up.<\/p>\n<p>That human connection gave credibility to every campaign. When the company protested, it felt authentic because the people behind it were visibly invested. The founders were much more than figureheads.<\/p>\n<p>They lived the mission.<\/p>\n<p><center><br \/>\n<iframe title=\"YouTube video player\" src=\"https:\/\/www.youtube.com\/embed\/eYgs0cGljM4?si=fHQh63Z4FuxTA6F0\" width=\"760\" height=\"515\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/center><\/p>\n<h3>Why Jerry Left<\/h3>\n<p>When Unilever acquired Ben &amp; Jerry\u2019s in 2000, the agreement included a rare provision: An independent board would oversee the company\u2019s social mission. This gave the brand freedom to act on issues many corporations avoid, from racial justice to climate change.<\/p>\n<p>For decades, that system worked. The company rolled out flavors tied to the causes above, issued statements on current events, and treated campaigns as advocacy as much as advertising.<\/p>\n<p><a href=\"https:\/\/www.reuters.com\/business\/ben-jerrys-co-founder-exits-after-feud-with-unilever-over-gaza-2025-09-17\/?utm_source=chatgpt.com\">Greenfield now says<\/a> that independence has broken down. He pointed to several developments:<\/p>\n<ul>\n<li aria-level=\"1\">The dismissal of CEO Dave Stever, a 35-year company veteran who helped uphold the brand\u2019s activist culture.<\/li>\n<li aria-level=\"1\">The restructuring of Unilever\u2019s ice cream brands into a new global entity, The Magnum Company, which consolidated decision-making.<\/li>\n<li aria-level=\"1\">Increased pressure to reduce social and political engagement.<\/li>\n<\/ul>\n<p>In Greenfield\u2019s view, those moves undercut the original agreement and weakened the mission that defined Ben &amp; Jerry\u2019s from the beginning.<\/p>\n<h3>What\u2019s at Risk<\/h3>\n<p>Ben &amp; Jerry\u2019s grew because it offered more than clever flavors. Each pint carried a position, whether on voting rights, LGBTQ+ equality, or climate action. That steady alignment between product and principle built trust with customers who wanted their dollars to reflect their values.<\/p>\n<p>With the 2020 acquisition, the weight shifted to corporate leadership. For any mission-led brand, the test is the same: Values inspire loyalty only when they are practiced consistently and credibly.<\/p>\n<p>When they bought Cherry Garcia and Phish Food, consumers also bought the belief that this company stood for more than sales. With Greenfield\u2019s decision to move on, consumers are watching.<\/p>\n<p>Will Ben &amp; Jerry\u2019s keep living its values in its decisions, or let them fade into empty words?<\/p>\n<h2>Marketer Takeaways<\/h2>\n<p>Here\u2019s what Ben &amp; Jerry\u2019s has taught us about marketing that takes a stand.<\/p>\n<ul>\n<li aria-level=\"1\"><strong>Write values into the structure<\/strong>. Build systems that keep your mission alive when leadership changes.<\/li>\n<li aria-level=\"1\"><strong>Make campaigns do more than talk<\/strong>. Advocacy sticks when it delivers outcomes.<\/li>\n<li aria-level=\"1\"><strong>Clarity beats neutrality<\/strong>. You can\u2019t appeal to everyone. Make a choice, and that choice will build loyalty.<\/li>\n<li aria-level=\"1\"><strong>Harness founder credibility<\/strong>. When founders or leaders are trusted, their visibility amplifies the brand\u2019s message.<\/li>\n<li aria-level=\"1\"><strong>Design for participation<\/strong>. Invite customers to join in. Involvement turns campaigns into movements.<\/li>\n<li aria-level=\"1\"><strong>Connect product and purpose<\/strong>. Flavors like \u201cYes Pecan!\u201d or \u201cOne Sweet Whirled\u201d showed how even the product itself can carry the cause. That integration makes marketing memorable.<\/li>\n<\/ul>\n<p><em><strong>Media Shower\u2019s AI marketing platform helps brands create a signature flavor. <a href=\"https:\/\/www.mediashower.com\/user\/free_trial\">Click here for a free trial<\/a>.<\/strong><\/em><\/p>\n\n\t<div class=\"category-view-wrapper\">\n\t\t\t\t\t<h2>More Tools for Busy Marketing Managers:<\/h2>\n\t\t\t<div class=\"category-view-articles ms-submit-posts\">\n\t\t\t\t<section id=\"recent-posts\" class=\"recent-posts\">\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t        <div id=\"post\">\n\t\t\t            <header class=\"clearfix\">\n\t\t\t                <div id=\"single-header\">\n\n\t\t\t                    \n\t\t\t\t                    \t\t\t\t                    \t\t\t\t                    \t\t\t\t                    <div id=\"single-header-img\">\n\t\t\t\t                        <img src=\"https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/09\/Game-controller-ready-on-Fortnite-launch-screen.jpg\" \/>\n\t\t\t\t                    <\/div>\n\t\t\t\t                    <div id=\"single-header-meta\">\n\t\t\t\t                        <h4><a href=\"https:\/\/www.mediashower.com\/blog\/fortnite-marketing-machine\/\">10 Ways Fortnite Turned a Video Game into a Marketing Machine<\/a><\/h4>\n\t\t\t\t                    <\/div>\n\n\t\t\t                    \n\t\t\t                <\/div>\n\t\t\t            <\/header>\n\t\t\t        <\/div>\n\n\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t        <div id=\"post\">\n\t\t\t            <header class=\"clearfix\">\n\t\t\t                <div id=\"single-header\">\n\n\t\t\t                    \n\t\t\t\t                    \t\t\t\t                    \t\t\t\t                    \t\t\t\t                    <div id=\"single-header-img\">\n\t\t\t\t                        <img src=\"https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/09\/Smiling-man-in-orange-sweater-with-crossed-arms.png\" \/>\n\t\t\t\t                    <\/div>\n\t\t\t\t                    <div id=\"single-header-meta\">\n\t\t\t\t                        <h4><a href=\"https:\/\/www.mediashower.com\/blog\/fall-marketing-checklist\/\">The September Sprint: Your Post-Summer Marketing Checklist<\/a><\/h4>\n\t\t\t\t                    <\/div>\n\n\t\t\t                    \n\t\t\t                <\/div>\n\t\t\t            <\/header>\n\t\t\t        <\/div>\n\n\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t        <div id=\"post\">\n\t\t\t            <header class=\"clearfix\">\n\t\t\t                <div id=\"single-header\">\n\n\t\t\t                    \n\t\t\t\t                    \t\t\t\t                    \t\t\t\t                    \t\t\t\t                    <div id=\"single-header-img\">\n\t\t\t\t                        <img src=\"https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/08\/Taylor-and-Travis-laughing-and-holding-a-Taylor-Swift-vinyl-record.png\" \/>\n\t\t\t\t                    <\/div>\n\t\t\t\t                    <div id=\"single-header-meta\">\n\t\t\t\t                        <h4><a href=\"https:\/\/www.mediashower.com\/blog\/podcasts-for-marketers\/\">What Taylor Swift\u2019s Podcast Moment Reveals About Modern Marketing<\/a><\/h4>\n\t\t\t\t                    <\/div>\n\n\t\t\t                    \n\t\t\t                <\/div>\n\t\t\t            <\/header>\n\t\t\t        <\/div>\n\n\t\t\t\t\t\n\t\t\t\t\t<div class=\"clearfix\"><\/div>\n\t\t\t\t<\/section>\n\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\n","protected":false},"excerpt":{"rendered":"<p>Marketing lessons from Ben &#038; Jerry\u2019s co-founder Jerry Greenfield, including his greatest brand hits and how to churn purpose into powerful campaigns.<\/p>\n","protected":false},"author":109,"featured_media":24638,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[459],"tags":[],"_links":{"self":[{"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/posts\/24634"}],"collection":[{"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/users\/109"}],"replies":[{"embeddable":true,"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/comments?post=24634"}],"version-history":[{"count":2,"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/posts\/24634\/revisions"}],"predecessor-version":[{"id":24640,"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/posts\/24634\/revisions\/24640"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/media\/24638"}],"wp:attachment":[{"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/media?parent=24634"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/categories?post=24634"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/tags?post=24634"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}