It’s summer, and you know what that means – ICE CREAM! Nearly everyone screams for ice cream and U.S. ice cream makers will churn out more than 1.5 billion gallons this year. Category sales are predicted to be close to $7 billion.
Ben & Jerry’s was a top-ranked brand in our Customer Loyalty Engagement Index. It’s a leading indicator of sales, so no surprise the brand’s sales were $950 million. They do say ice cream makes everything better.
But apparently not for Unilever, Ben & Jerry’s parent company. The brand decided to sue over sales in Israel’s West Bank. Unilever thinks the brand should stay out of geopolitics.
What do you think? Should the brand chill out or face a rocky road? Is it about social justice or the Cherry Garcia? You be the judge. To help you choose, here’s the inside scoop from The Drum’s Kendra Clark.
Maybe there’s a middle ground for brand and parent company. Because they also say, “All you need is love. And maybe a little ice cream.”
Find out more about what makes customer loyalty happen and how Brand Keys metrics is able to predict future consumer behavior: brandkeys.com. Visit our YouTube channel to learn more about Brand Keys methodology, applications and case studies.
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