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Ben & Jerry’s bans 2 scoops of same flavour in Australia to highlight marriage inequality

Everyone’s favourite ice cream maker, fairtrade advocate and all-round ‘good guys’ Ben & Jerry’s, has taken a stance on same sex marriage in Australia.

Seems our friends Down Under are still fighting for marriage equality, and to help them get there, the brand has banned customers from enjoying 2 scoops of the same flavour in its 26 Aussie branches.

They’re in good company – Apple, Facebook and Airbnb have all chimed in on the issue recently, and it certainly fits with the brand’s ethos…

…but that doesn’t mean people are happy about it.

Many LGBT Australians are calling out the stunt on social media for what it is – a gimmick to sell more ice cream. Perhaps it’s that most polls have shown Australians are in favour of same sex marriage, which doesn’t make this a bold move for the company. Or that instances of ‘pinkwashing’ are too easy to spot now with so many brands jumping on the bandwagon of equality.

Whatever the reason, this is a chilly reaction to a simple idea that, I’m sure, Ben & Jerry’s thought was a sure fire way to win more fans. Maybe next time, guys!

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Account director at Radioactive PR - can be found tweeting at @Welsh_PR / @radioactive_PR