Between May and June of 2020, the Black Lives Matter movement returned to the mouths of the world, due to the murder of George Floyd by an American policeman. Several companies positioned themselves in relation to the case, one being the company under study - Ben & Jerry’s. Based on the analysis of some secondary data and desk research on the topic, this paper seeks to understand whether Ben & Jerry´s take on marketing actions and the past was genuine in terms of social responsibility or just corporate activism.