Cohen and Greenfield founded Ben & Jerry’s in 1978 in a Vermont gas station. They sold it to Unilever in 2000 for $326 million.
An Esquire interview by Cal Fussman reveals arguments over mush vs crunch, resulting in the insight that Americans have a fear of mushy, and that Jerry says:
We were very authentic because we wanted to be—
while Ben ads:
and also because we didn’t have any money to hire an ad agency.
Illustrator Hugh MacLeod denounces authenticity as the new bullshit in a 107-page long PDF. Download MacLeod’s “Authenticity” for free.
Authentic because we didn't have any money to hire an ad agency Authenticity is the new bullshit Ben & Jerry's Ben Cohen Cal Fussman Eisherstellung Hugh MAcLeod Jerry Greenfield Unilever