Ben & Jerry's is renaming its Oh My! Apple Pie ice-cream to 'Apple-y Ever After' in the UK, in support of proposed government legalization of gay marriage. It has also redesigned the product's packaging with a new motif of two grooms atop a wedding cake. The move echoes its 2009 effort in the US, when it renamed Chubby Hubby to 'Hubby Hubby' to celebrate gay marriage legalization in its home state of Vermont.
The UK Government this week opens a consultation on how to implement the legislation that will give equal marriage rights to gay people. The Unilever-owned ice-cream brand, in partnership with gay rights charity Stonewall, is encouraging consumers to use the #applyeverafter hashtag on Twitter and send in their support for the legislation. They can also show support using a Facebook app that allows you to 'marry' someone of the same sex (and get a tub of free ice-cream), or they can write in to their Member of Parliament via a template on a dedicated section of the brand website.