Ben & Jerry’s Ice Cream has taken opportunities in the past to use their brand in order to make flavorful statements on social and political developments. On Friday, in response to the Supreme Court’s historic strike-down of state bans for same-sex marriage, the ice cream giant joined the national celebration by renaming “Chocolate Chip Cookie Dough” to “I Dough I Dough.”
PR official Sean Greenwood told ThinkProgress that “for us, marriage equality has been one of the core issues and has been for decades…We wanted to make as big a splash as we could.” Bringing up Ben & Jerry’s progressive reputation for giving employees universal benefits, Greenwood also said “we just want to be a company that treats people the same and treats people equally”
In 2009, the company made one of its first statements on gay marriage by renaming “Chubby Hubby” as “Hubby Hubby” to celebrate the removal of the ban in Vermont. Expanding into other areas of social discussion, the company also previously used their “Get The Dough Out Of Politics” campaign in order to protest the ruling on Citizens United.
The flavor is expected to be sold at all stores, as well as distribution channels of the Human Rights Campaign.
It is yet to be seen whether Carvel and Haagan-Daaz will make this the start of a new trend.
[Image via Ben & Jerry’s]
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