In light of today’s U.S. Supreme Court ruling to legalize gay marriage, Ben & Jerry’s renaming of its staple “Chocolate-Chip Cookie Dough” ice cream couldn’t have come at a better time.
The Vermont-based ice cream shop, a long-time supporter of LGBT rights, changed the name of the carton to “I dough, I dough” for a limited time, with all the proceeds benefiting the Human Rights Campaign.
When you’re thinking about rebranding a product, do your research. Know what’s going on in the world. Also, be smart in the way you market your product. Not only did Ben & Jerry’s change the name, they also changed the image on the container.