The collaboration consists of the introduction of new flavors and a start-up challenge. The ice-cream brand chose Glasnost because it is a communication bureau with the right DNA to work with a brand, that is social, fun and tasty, and interesting to a broad group of journalists, influencers and bloggers. In the meantime, Glasnost has already been busy helping Ben & Jerry’s, such as presenting the new flavor ‘Cookie Core’ and introducing the ‘Join Our Core’ competition. In this global competition, the ice-cream brand was on the lookout for the new ‘Ben & Jerry’s’: entrepreneurs that share a social mission. The competition has already been running for a number of years, and Glasnost handles the coaching of the winners and the buzz around the competition.