To celebrate the legalisation of gay marriages in Vermont, Ben & Jerry’s has changed the name of ‘Chubby Hubby’ to ‘Hubby Hubby’ in local shops and conducting give aways for the next month.

“The legalization of marriage for gay and lesbian couples in Vermont is certainly a step in the right direction, and something worth celebrating with peace, love – and plenty of ice cream,” Ben & Jerry’s CEO Walt Freese said in announcing the switch.

The hippy-styled brand has always had a civil mission coupled with an activist outlook. They join a short list of activist-focused brands that use humour to disarm prickly subjects. There are many brands that use humour to disarm difficult topics (see previous post), but only a few with activist leaning. Dove recently ran into trouble with their ‘Onslaught’ viral (see previous post). Famously, Benetton also had difficulty maintaining an activist approach and remaining relevant as a brand (see previous post).

Ben & Jerry’s is worth study since it uses it’s flippant character and hippy credentials to raise issues and celebrate victories in the civil rights arena. We would argue that a funny brand that does not take itself too seriously can take on more of an activist approach and not stir up accusations of hypocrisy or distrust. Of course, clean living also helps and this company is famous for being ethical since day one.

Read their full press release here.

Hat’s off to Ben & Jerry.