Ben & Jerry’s Rebrands Flavor to Show Support for Gay Marriage
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Ben and Jerry’s has re-branded an ice-cream flavour to ‘Hubby Hubby’ to show its support for gay marriage.
More widely known as Chubby Hubby, the rebrand move has been taken to raise awareness of the Freedom to Marry campaign in the US.
A statement on the Ben and Jerry website said the move had been taken to celebrate the great States, including the brand’s home state of Vermont, “where loving couples of all kinds are free to marry legally.”
It added that the re-brand of ‘Chubby Hubby’ to “Hubby Hubby’ was taken “in support, and to raise awareness of the importance of marriage equality.”
Serious political stance? Or a crafted politically correct PR move? The re-brand will only last for the month of September 2009. (Source)
{01 Sep 2009}
Perhaps this a serious political stance, but it’s much more likely to be a crafty PR move. Maybe it’s a bit of both. Either way, it attracts attention and gets the masses talking. Both supporters and non-supporters of gay marriage will likely buzz about Ben and Jerry’s latest campaign. As for me, I’ll stick with “Half Baked.”
Sticking with “Half Baked” because there will always be a buzz about legalizing marijuana?
I’m gonna go with both. A political stance AND crafty PR move. Prime example of good PR being relevant PR.
oh yes, a political stance and a great PR move. also likely a business move, as the gay market is quite a large audience. it certainly made me like ben & jerry’s even more! (though we don’t have it in canada!)
Didn’t know this about Ben & Jerry’s. So great to read this! Here’s my gay-friendly blog post about ice cream! http://outwithmommy.wordpress.com/2010/06/28/mommy-make-some-ice-cream/
http://www.areyouagoodperson.org/
I’ve never heard anything so stupid in my life. We’re talking about ice cream not sexuality.
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