For co-founder Ben Cohen, brand activism has always been central to Ben & Jerry’s, the beloved ice cream company known for its inventive flavors and outspoken advocacy. As #FreeBenandJerrys continues to trend on social media, Cohen recently called on the marketing community to create an “easy-to-execute guerrilla marketing campaign” aimed at freeing the brand from its current owners, The Magnum Ice Cream Company, according to Adweek. At the 2026 Fast Company Grill at SXSW, Cohen spoke with Fast Company about his ongoing fight to protect Ben & Jerry’s values and mission. Watch our exclusive interview with the co-founder at the link in bio.