> Watch | Ben Cohen, co-founder of Ben & Jerry’s, has launched an independent ice cream project in support of Palestinians.
The project centers around watermelon, a symbol of Palestine, and aims to promote peace in Gaza, inviting the public to suggest names, ingredients, and designs.
The move revives the spirit of social justice that Ben & Jerry’s was originally known for since its founding.
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I think there’s a roadmap. My gut says they know what’s going to be in it. Likely they don’t have the art yet. But the reason for the dog and pony show is to get people to feel like they’ve bought in.
It doesn’t work on some people, but feeling like you were a part of making it (even when you’re not) does make certain people more likely to buy it. And it gives free advertising.