Ben & Jerry's Tone of Voice — Playful & Ethical

Tagline: "Peace, Love & Ice Cream"

Industry: Food / Ice Cream

Sector: Food & Beverage

How Ben & Jerry's Communicates

Ben & Jerry’s mixes dessert with a cause. "Peace, Love & Ice Cream" puts activism and indulgence in the same breath — playful, warm, unashamedly idealistic. The voice is big-hearted and a little hippie, treating a scoop as a small act of good.

Tone Words

Ben & Jerry's's brand voice is defined by the following tone words: Playful, Ethical.

Communication Style

  • Language Style: Big-hearted
  • Sentence Type: Statement
  • Tense: Present
  • Expression: Straightforward

Ben & Jerry's Brand Story

"Peace, Love & Ice Cream" communicates a blend of joy and social consciousness, navigating the core tension between indulgence and awareness. The playful tone invites consumers to enjoy their treats while also engaging with important causes. This approach reflects a commitment to ethical practices without compromising on the fun of the experience. The descriptive language style keeps the message clear and relatable, making it accessible to a wide audience.

Brand Message

Combine indulgence with activism

Brand Mission

Serve joyful and ethical desserts

Brand Positioning

Core Concept: Scoop with Purpose

Central Tension: Indulgence vs. Awareness

About Ben & Jerry's

Ben & Jerry's Homemade Holdings Inc. is an American company that manufactures ice cream, frozen yogurt, and sorbet. Founded in 1978 in Burlington, Vermont, the company went from a single ice cream parlor to a multinational brand over the course of a few decades. The company was sold in 2000 to the British multinational conglomerate Unilever but operates as an independent subsidiary. Its present-day headquarters is in South Burlington, Vermont, with its factory in Waterbury, Vermont. Ben & Jerry's is known for their original flavors, many of which incorporate foods and desserts mixed with ice cream. Some of these flavors have been themed after musicians, comedians, and public figures, such as Jerry Garcia, Stephen Colbert, Jimmy Fallon, Colin Kaepernick, and Phish. The company and its two founders have also been noted for their political activism and advocacy for social justice. This includes the way their products have been manufactured, marketed, and distributed.

Frequently Asked Questions About Ben & Jerry's

What is Ben & Jerry's's tone of voice?

Ben & Jerry's uses a playful, ethical tone of voice. Their communication is big-hearted, typically using statement-style sentences in the present tense. Their tagline "Peace, Love & Ice Cream" exemplifies this voice.

How does Ben & Jerry's communicate with customers?

"Peace, Love & Ice Cream" communicates a blend of joy and social consciousness, navigating the core tension between indulgence and awareness. The playful tone invites consumers to enjoy their treats while also engaging with important causes. This approach reflects a commitment to ethical practices without compromising on the fun of the experience. The descriptive language style keeps the message clear and relatable, making it accessible to a wide audience.

What is Ben & Jerry's's brand message?

Ben & Jerry's's core message: Combine indulgence with activism Their mission: Serve joyful and ethical desserts

What is Ben & Jerry's's slogan?

Ben & Jerry's's slogan is "Peace, Love & Ice Cream". It carries their playful, ethical voice.

What is Ben & Jerry's's mission?

Ben & Jerry's's mission: Serve joyful and ethical desserts

What makes Ben & Jerry's's brand voice unique?

Ben & Jerry's stands out through their playful, ethical communication style. Their central brand tension, "Indulgence vs. Awareness", shapes how they communicate across the Food & Beverage sector.

What language style does Ben & Jerry's use?

Ben & Jerry's uses big-hearted language, with straightforward messaging, in statement-style sentences, using the present tense.

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