Ben Cohen, co-founder of the iconic ice cream brand Ben & Jerry's, is on a mission to reclaim ownership from the Magnum conglomerate. Known for his activism and his label as a 'hippie capitalist', Cohen is rallying at events like South by Southwest in Austin, where he motivates supporters against the current owner, Magnum, which has recently become an independent entity after being part of Unilever. As part of his campaign, Cohen uses guerrilla marketing tactics, including putting up stickers with 'Free Ben & Jerry's' around the city, aiming to draw attention to his cause and create a grassroots movement.

Cohen's return to activism reflects both his enduring commitment to social justice and his frustration with corporate ownerships that diverge from the brand's progressive roots. His initiative seeks to galvanize loyal ice cream lovers and those concerned about corporate accountability in the food industry. By positioning himself against Magnum, he is not only aiming to recover the brand but also to make a statement about consumer choices and corporate transparency.

The prospects for Cohen's endeavor appear optimistic, as he taps into a growing desire among consumers for brands that hold true to their original values. With the recent shift of Magnum into independence, there may be strategic pathways for Cohen to negotiate a buyback, invigorating the brand's identity as a socially conscious entity. This campaign could serve as a significant case study on the intersection of activism, corporate responsibility, and consumer culture in the modern age.