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How Ben & Jerry's became a beacon of brand bravery

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(Image credit: Ben & Jerry's / Reuters)

If any brand has become synonymous with activism over the years, it's Ben & Jerry's. From renaming its Chubby Hubby flavour Hubby Hubby to celebrate marriage equality, to campaigning to close a prison in St Louis and using its marketing to challenge racial injustice, the ice cream brand has always found creative ways to turn its values into action.

And the brand's founders, Ben Cohen and Jerry Greenfield, have also participated directly in protests. In April 2016, both were arrested at the US Capitol during the Democracy Awakening demonstrations against the influence of money in politics and restrictions on voting rights.…

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