Dessert deities, Ben & Jerry’s, have scored a PR scoop this week by rebranding one of their classic flavours in support of same-sex marriage. Tongues are wagging.
Your taste buds may know it intimately already as Ben & Jerry’s ‘Chubby Hubby’ – but in honour of Gay Marriage being legalized in their home state of Vermont this week, the cheeky chappies have temporarily rechristened their fudge-tastic classic as ‘Hubby Hubby’.
Your taste buds may know it intimately already as Ben & Jerry’s ‘Chubby Hubby’ – but in honour of Gay Marriage being legalized in their home state of Vermont this week, the cheeky chappies have temporarily rechristened their fudge-tastic classic as ‘Hubby Hubby’.
The gay-friendly rebrand comes with new ‘gay glow’ packaging, and features an illustration of grooms holding a bouquet, atop a wedding cake.
In a statement issued by the company, Walt Freese, Chief Executive Officer of Ben & Jerry’s said “At the core of Ben & Jerry’s values, we believe that social justice can and should be something that every human being is entitled to. From the very beginning of our 30 year history, we have supported equal rights for all people. The legalization of marriage for gay and lesbian couples in Vermont is certainly a step in the right direction and something worth celebrating with peace, love and plenty of ice cream.”
In a statement issued by the company, Walt Freese, Chief Executive Officer of Ben & Jerry’s said “At the core of Ben & Jerry’s values, we believe that social justice can and should be something that every human being is entitled to. From the very beginning of our 30 year history, we have supported equal rights for all people. The legalization of marriage for gay and lesbian couples in Vermont is certainly a step in the right direction and something worth celebrating with peace, love and plenty of ice cream.”
Vermont is the fifth U.S state to legalise same-sex marriage, it follows Massachusetts, Connecticut, Iowa, and Maine.
Although currently only available for free at Ben & Jerry’s Vermont outlets, the company hasn’t discounted the idea of rolling out Hubby Hubby internationally… speaking to The Advocate, Sean Greenwood, PR for Ben Jerry’s said “Anything is possible. We weren’t bringing out Hubby Hubby as a product to sell (as such). What we are bringing out nationwide is the discussion, and we think that’s more important.”
Ben & Jerry’s are the second major brand to come out in support of gay marriage in the U.S. Earlier this year jeans manufacturers Levis launched an in-store campaign, dressing its mannequins with White Knots, as a show of support for the campaign to legalise same-sex unions.
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