Justice ReMix'd is a new kind of ice cream from Ben & Jerry's that supports its mission to eliminate injustices. In partnership with Advancement Project National Office, Ben & Jerry's launched this new flavor to bring awareness to structural racism and the criminal legal system, noting that "everyone deserves the sweet taste of justice, regardless of race or wealth."
Justice ReMix'd is touted as an "audacious new flavor" that combines cinnamon and chocolate ice cream with cinnamon bun dough and spicy fudge brownies.
To spark conversations with people in different communities across the United States, Ben & Jerry's is sharing scoops of ice cream with its Scoop Truck—in St. Louis alone, the Scoop Truck gave out more than 13,000 scoops of ice cream and sent a powerful message to public officials.
What Makes This Trend Stand Out
- Social Justice Ice Creams
- The success of Justice ReMix'd highlights the popularity of socially conscious food products and demonstrates the potential for other food companies to tap into this market with their own unique social justice focused flavors.
- Community Activism Campaigns
- Ben & Jerry's use of their Scoop Truck to drive the Justice ReMix'd campaign forward demonstrates the power of community activism campaigns in bringing attention to important issues and could inspire other companies to utilize similar strategies in their marketing campaigns.
- Partnerships with Nonprofits
- The successful partnership between Ben & Jerry's and Advancement Project National Office highlights the potential for food industries to partner with influential nonprofits to lend their brand power and financial resources to important causes while also attracting a socially conscious customer base.
Sectors Adopting This
- Food and Beverage
- The popularity of Justice ReMix'd shows that there is a market for socially conscious food products that can attract a loyal and socially conscious customer base.
- Nonprofit
- The partnership between Ben & Jerry's and Advancement Project National Office demonstrates the potential for nonprofits to leverage partnerships with for-profit companies to raise awareness and funds for important social causes.
- Marketing and Advertising
- Ben & Jerry's use of their Scoop Truck for activism campaigns and partnerships with nonprofits highlights the potential for other companies in the marketing and advertising industry to use their platforms and resources to support important social justice causes while also driving business success through a socially conscious market.
