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Ben & Jerry’s rebrands ice cream to support UK marriage equality effort

Wednesday, March 14, 2012
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With the debate for marriage equality taking place in England’s Parliament this month, Ben & Jerry’s United Kingdom arm has renamed their Apple Pie “flavor” as “Apple-y Ever After,” featuring a same-sex couple on the carton.

The move echoes their previous celebration of Vermont’s passage of same-sex marriage in 2009 with the “rebranding” of Chubby Hubby as “Hubby Hubby.”

The ice cream maker is also teaming up with Stonewall to launch a new Facebook application that asks users to “marry” each other online.

“Proposing” through Ben and Jerry’s UK website, users can voice their support for marriage equality and add their name to a letter to Prime Minister David Cameron backing the move.

“We’re truly moved by Ben and Jerry’s support for same-sex marriage in Britain,” said Laura Doughty, Stonewall’s Deputy CEO.

“All people want is to call their long-term relationship by the same name as everyone else. Our strong advice to those who disapprove of same-sex marriage is just not to get married to someone of the same sex,” she said.

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