Ben&Jerry's
Ben&Jerry’s
COUNTRY LAUNCH
2026
When Ben & Jerry’s arrived in Brazil, we felt the launch shouldn’t begin inside a supermarket freezer. The company had spent decades proving that a business could pursue profit while actively participating in the communities around it. If those values were real, the brand’s first conversation with Brazil needed to happen where people were already imagining a better city.
When Ben & Jerry’s arrived in Brazil, we felt the launch shouldn’t begin inside a supermarket freezer. The company had spent decades proving that a business could pursue profit while actively participating in the communities around it. If those values were real, the brand’s first conversation with Brazil needed to happen where people were already imagining a better city.
Our role began with a trip to the original factory in Vermont, understanding that activism wasn’t a marketing platform layered onto the business. It was the business. That insight shaped every decision that followed. Instead of announcing a new ice cream, we introduced a company by joining the people already transforming public life in São Paulo. We created a series of street interventions—from a city picnic to a traveling Kombi distributing ice cream—that celebrated those reclaiming parks, supporting cycling, filling public squares with music, defending LGBTQ+ rights, and expanding the conversations happening across the city.
Our role began with a trip to the original factory in Vermont, understanding that activism wasn’t a marketing platform layered onto the business. It was the business. That insight shaped every decision that followed. Instead of announcing a new ice cream, we introduced a company by joining the people already transforming public life in São Paulo. We created a series of street interventions—from a city picnic to a traveling Kombi distributing ice cream—that celebrated those reclaiming parks, supporting cycling, filling public squares with music, defending LGBTQ+ rights, and expanding the conversations happening across the city.
The campaign turned ice cream into an invitation to participate. Every scoop became a gesture of support, every token could be exchanged in stores, and every activation helped amplify causes already moving Brazil forward. The launch became less about introducing a product than introducing a company determined to leave the places it entered a little better than it found them.
PEACE, LOVE & ICECREAM
“We have made dozens of launches so far. All of them were great. But, and this is a sound BUT, you guys rocked. I can tell you this was the best international market launch ever. I felt embraced by the city and by the whole team. I truly believe we share the same spirit and vision of the world. Hope we can do more days like that in the upcoming years. Thank you again. I will never forget the work you guys are doing for our brand in Brazil.
Love, Jerry Greenfield.”
“We have made dozens of launches so far. All of them were great. But, and this is a sound BUT, you guys rocked. I can tell you this was the best international market launch ever. I felt embraced by the city and by the whole team. I truly believe we share the same spirit and vision of the world. Hope we can do more days like that in the upcoming years. Thank you again. I will never forget the work you guys are doing for our brand in Brazil.
Love, Jerry Greenfield.”
A PLAYFUL REVOLUTION