Ben & Jerry’s calls to ‘impeach’ Trump as brands like Coca-Cola and Chevron break their silence on the Capitol insurrection

Even as many brands choose to silence their marketing campaigns and social media activity following the insurrection at the Capitol on Wednesday, brands like Ben & Jerry’s, Coca-Cola, Chevron and Seventh Generation, along with prominent business leaders, have broken their silence about what many are calling one of the darkest days of U.S. history.

Ben & Jerry’s has taken the boldest stance so far by calling for the impeachment of President Trump, widely considered the driving force behind the riots. Ben & Jerry’s, known for speaking out on social justice issues and advocating for marginalized groups, took its stance in an eight-part thread on Twitter shared across social media.

“Yesterday was not a protest—it was a riot to uphold white supremacy,” wrote Ben & Jerry’s in a tweet. The ice-cream brand goes on to explain how the world saw “two Americas” on January 6: One with “record voter turnout driven by Black voters that resulted in the election of the first Black and first Jewish senators from the state of Georgia—our democracy at its best,” and another with a “mostly white mob, encouraged by the president, violently invade the seat of our democracy in an attempt to overturn a free and fair election.”

Ben & Jerry’s ended the thread with: “Resign, impeach, 25th Amendment…not one more day.”