Inspired by the recent ruling by The Supreme Court that legalized gay marriage across the United States, Ben & Jerry's latest series of ice cream ads announces the rebranding of its chocolate chip cookie dough ice cream as 'I Dough, I Dough.'
The campaign titled 'Love is Love' began with the name change on the ice cream labels and it continues throughout Ben & Jerry's social media as well as campaign videos. One campaign video features Tori and Shante Wolf-Sission, the first same-sex couple to be legally married in Alabama. The video reflects the pair's happiness but it also exposes the reality that discrimination towards members of the LGBT community is an ongoing issue.
Ben & Jerry's have supported the rights of the LGBT community since 1989 when it became the first company to offer full benefits to same-sex couples. Through quirky ice cream ads and renaming iconic flavors, Ben & Jerry's speaks up as a positive supporting voice for the LGBT community.