On the first of this month, gay and lesbian couples across the state of Vermont gained the legal right of marriage. By way of celebration, iconic Vermont ice cream maker Ben & Jerry's has renamed its well-known Chubby Hubby ice cream Hubby Hubby. The peanut butter cookie dough (with fudge and pretzels) ice cream will be served in Ben & Jerry's scoop shops throughout this month, a gesture that sees Ben & Jerry's partner with marriage equality group Freedom to Marry. The two partners are also publicly supporting the first gay and lesbian marriages to happen in the state, and aiming to encourage other US states to follow in the footsteps of Vermont, Massachusetts, Connecticut, Iowa, and Maine, down the aisle to marriage equality.
Although Hubby Hubby will only be served in Vermont, Freedom to Marry's website urges citizens to "bring Hubby Hubby to your state", indicating that Ben & Jerry's may have plans to do the same in other states with successful gay marriage campaigns. Meanwhile, Ben & Jerry's is buzzing up the message via its Facebook fan page, and the renamed flavour is a trending topic on Twitter. The branding exercise has even gone so far as to wallpaper Freedom to Marry's website with Ben & Jerry's trademark cartoon clouds.
The company is no stranger to big social gestures. Their employee-led Ben & Jerry's Foundation donated over USD 1.9 million in 2008 to "support the founding values of the company: economic and social justice, environmental restoration and peace through understanding, and to support Vermont communities." It's no surprise, therefore, given their penchant for left-leaning publicity, that they are making themselves part of this historic occasion in Vermont. It could help their bottom line, too. As our 'hubby' trendwatching.com noted in its briefing on Pink Profits, more and more companies are discovering the brand loyalty and profits to be gained by appealing to the relatively high-earning GLBT market. (Related: Spanish wine for gay men.)
Website: www.benjerry.com/hubbyhubby
Contact: www.benjerry.com/contact-us
Help me understand how a "tribute" to gays is a innovation ? I thought this site was about great innovation and new business ideas not social commentary.
Stick to the core guys or you are going to lose audience quickly.
Couldn't agree with MN Red's comment more.
Springwise is not giving social commentary, Ben&Jerry is. And they are doing it as an integral part of their business.
That's innovative too. How many brands do you see take a stance on a topic like this, that is likely to alienate a significant part of their audience (see their facebook page) and -hopefully- strengthen their brand with the rest.
So it is absolutely part of Springwise's core.
To add a little social commentary. It's not a "tribute to gays". It's a celebration of a freedom that's supported by people who believe in equality, gays and straights alike.
I had to laugh at this knee jerk political correctness. Most of the gay guys I know are so obsessed with maintaining the physique of a 14 year old that they avoid all fat. They probably haven't walked down an ice cream aisle in years.
If Ben and Jerry's wanted to market to their real devotees, they would create something for middle aged women, say something celebrating scrapbooking or Jane Austin.
gay ice cream? i wonder what the straight flavour tastes like. sounds to me like ben and jerry r looking for a silly stunt to capture some forgotten ice cream market.
springwise... this isnt an invention nor a great business idea. whats next your going to report levi's has new blue color for jeans.
stick to your game plan of reporting good ideas
Wall Ee: this isn't 'gay ice cream'. It's an existing flavour renamed for a month to celebrate a policy change. Not every innovation directly contributes to the bottom line. Temporarily renaming Chubby Hubby to Hubby Hubby makes a statement about the kind of brand that Ben & Jerry's wants to be. While it will no doubt turn away some consumers, the gesture will delight anyone who supports same-sex marriage, which is a much broader group than 'just' gay people. And, as demonstrated, it's gotten plenty of buzz going for Ben & Jerry's!
Just to clarify: our focus on new business ideas includes innovative marketing ideas like this one. (See our
Marketing & Advertising category for more.)
Rock on Ben & Jerry! Rock on! Can't wait for the day Hubby Hubby is served in Pennsylvania. Equality just makes sense - in business, socially, or otherwise.
what has our country come to? this unamerican! and unchristian! unholy! the gays have their own religon.