menu

Ben and Jerry’s New Ice Cream Supports Gay Marriage

Ben and Jerry’s New Ice Cream Supports Gay Marriage
Advertising

The brand renames its apple pie flavor in the UK, in support of proposed government legalization of same sex unions.

Emma Hutchings
  • 15 march 2012

Ben & Jerry’s has partnered with gay rights organization Stonewall to raise awareness about the importance of marriage equality, as the goverment in the UK is currently debating whether to legalize same sex marriage. A Ben & Jerry’s Facebook app encourages users to support the campaign by “marrying” someone of the same sex, for the chance to win a tub of their favorite flavor ice-cream.

Ben and Jerry's Ice Cream Supports Gay Marriage

The brand is also renaming its Apple Pie flavor ice-cream, ‘Apple-y Ever After’ in the UK and has redesigned the product’s packaging with an image of two grooms on top of a wedding cake. This echoes a similar campaign in the U.S. a few years ago, when ‘Chubby Hubby’ was renamed ‘Hubby Hubby’ to celebrate gay marriage legalization in its home state of Vermont.

Consumers can also lend their support for the legislation by using the #applyeverafter hashtag on Twitter or writing to their Member of Parliament via a template on the Ben & Jerry’s website.

Ben & Jerry’s

+#advertising
+#technology
+Advertising
+Apple
+Design
+Design Update
+Europe
+Facebook
+facebook app
+gay marriage
+home
+LGBT
+Raise Awareness
+technology
+UK
+USA
Trending

NYC Announces A Massive $136 Million Creative Hub In Brooklyn

Cities
TREND REPORT


NEW: ENTERTAINMENT DEBRIEF
Media in the age of omnipresent tech


DOWNLOAD NOW

PSFK MEMBERSHIP


JOIN RETAIL INTELLIGENCE PLATFORM
Get access to retail reports and 20,000 retail insights


LEARN MORE

Consumer Goods Yesterday
Augmented & Virtual Reality Yesterday
No search results found.