Changing Branding For Social Causes
Posted by Jeremy on 10 September 2009
Recently, Ben & Jerry's, the iconic Vermont ice cream
manufacturer decided to re-release one of their flagship
product "Chubby Hubby" as "Hubby Hubby" for the month of
September in Vermont as a show of support for Freedom To
Marry in honor of the Vermont legalization of same-sex
marriage. While my general view of the issue doesn't matter
(marriage is a church matter, not a matter of the state), I
would like to applaud Ben & Jerry and the folks of Vermont
for taking progressive stance on the issue. This product
change prompted me to ask the lesser controversial question
of "When is it acceptible to alter a flagship product to
meet a perceived social need?"
