Tuesday, September 15, 2009

Ben & Jerry's New Social Cause - Hubby Hubby Ice Cream


Ben & Jerry’s has always carried a social message important to its founders. They are known for their euphoric ice cream flavors and dedication to social justice. They refused milk from cows injected with growth hormones before it became the trend, but because it was the right thing to do. They continue to use as much local milk as possible, supporting many Vermont farmers.

Ben & Jerry’s celebrates the beginning of the freedom to marry for gay and lesbian couples in Vermont with the symbolic renaming of its well-known ice cream flavor “Chubby Hubby” to “Hubby Hubby.” In partnership with Freedom to Marry, Ben & Jerry’s hope is to raise awareness of the importance of marriage equality and, to show its support, by offering “Hubby Hubby” sundaes in Vermont Scoop Shops throughout the month of September.

The packaging features a wedding cake with two happy grooms perched on top. A campaign supporting the renaming says: “Now more than ever, Vermont is for lovers…and for lovers of marriage equality.”
I am anxious to see how this plays out for the Ben & Jerry’s brand as this is directly related to the brand itself. People know Ben & Jerry’s to be a socially conscious company, but this is new territory even for them. Consumers choose a brand based on their ability to identify with that brand. They buy a particular brand only because it feels right for them - as if it was specially made for them. For the past two presidential elections legalizing gay marriage has been a hot topic; one that even liberals are known to shy away from. Most Americans do not believe in same sex marriage and are pretty vocal about it. How many people will want to buy the gay marriage ice cream?

It will be interesting to watch how Ben & Jerry’s more conservative customers react to this. Although it’s a new age, especially one for social networking – Twitter and facebook and many companies use this avenue to dramatize their message. But will Hubby Hubby fall by the wayside just because of the association? Will the overall brand be in danger because of its link to the issue? There is also the chance that it will pay off for Ben & Jerry’s after all how many ice cream makers are as outspoken about social causes.
Let’s see what happens.