Ben and Jerry’s back gay marriage with ‘Hubby Hubby’ flavour
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.
Ben and Jerry’s is not the only brand to have leant its support to gay marriage rights.
Levi’s launched a new in-store campaign earlier this year, dressing its mannequins in US stores with White Knots, a symbol of solidarity with the same-sex marriage movement.
The move was prompted by the California Supreme Court’s recent decision to uphold Proposition 8, which banned gay marriage in the state.
The promotion was developed after the retailer was approached by creator of the White Knot – a white ribbon tied in a knot - Frank Voci.
So far the symbol has been worn by a number of high profile celebrities including actresses Anne Hathaway, Lucy Liu, talk show host Ricki Lake and even Foo Fighters frontman Dave Grohl.