How Ben & Jerry's Keeps Purpose Alive
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Ben & Jerry’s is pushing for change this election year with a new ice cream, new marketing campaign and a few arrests.
The ice cream maker has long promoted its progressive social mission, speaking out on issues including growth hormones in milk, marriage equality and climate change. This year, its effort is a “Democracy Is in Your Hands” campaign that uses online videos showing fingers, spoons and ice cream to explain such complex political topics as the power of big money and voting rights, and to push people to vote. As part of the initiative, Ben & Jerry’s has created a new flavor: Empower Mint.
“We take on the issues that we think are most important to our values and where we can have an impact,” said Ben & Jerry’s Senior Global Marketing Manager Jay Curley. “I don’t think this is a big departure from where we’ve been, but I do think it’s another step forward in really trying to bring more justice into this world.”
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