Ben & Jerry's Rebrands Ice Cream In Support Of Marriage Equality Decision

Photo: Courtesy of Ben & Jerry's.
As you've likely already heard — maybe your newsfeed and inbox are also blowing up with celebratory messages! — today became a hugely important moment in history after the Supreme Court ruled that same-sex couples have the right to marry in all 50 states. Ben & Jerry's, a long-time supporter of marriage equality, is joining the celebration with a sweet sentiment of its own.

The ice cream company is renaming its iconic chocolate chip cookie dough flavor "I Dough, I Dough." The newly named flavor will be available for a limited time, and will come complete with a commemorative pint sleeve.

While some might view the move as a way to capitalize on the events of the day, all proceeds from the special "I Dough, I Dough" sleeves will benefit the Human Rights Campaign. "Ben & Jerry’s is proud of the Supreme Court’s landmark decision against discrimination as it boldly stands up for equality for same sex couples everywhere,” Ben & Jerry's CEO Jostein Solheim said in a press release.

Ben & Jerry's has offered same sex-couples benefits since 1989, and made a similar move in renaming its Chubby Hubby flavor to “Hubby Hubby” in 2009 to support the legalization of same-sex marriage in Vermont. “At Ben & Jerry’s, we’ve always believed you should love who you love, and throughout our 37 years we’ve been a proud supporter of gay rights and marriage equality. Changing the name of our iconic Cookie Dough flavor to 'I Dough, I Dough' is a unique opportunity to show our support for this historic Supreme Court decision. While it is only a limited time action, Ben & Jerry’s overall commitment to equality and same sex marriage, however, is permanent!” Ben & Jerry's Grand Poobah of PR Sean Greenwood told R29 via email.

The ice cream heavyweight isn't the only brand to show support for marriage equality and today's Supreme Court decision. Starbucks and Mondelez (the maker of Oreos) both tweeted their support of the decision today, while Chipotle recently spread the love at the Philly Gay Pride Parade.
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