I sat down (virtually) with Brian Mc, the mind behind the campaign to get Unilever to open their eyes and to discover what was a good idea in 1959, are offensive in 2021.
I asked Brian why does its name need to change? «In 2021, Gay’s meaning primarily is related to sexuality. As a Gay man I have needed to fight to be myself, overcoming many things in my life, I am a proud Gay man. As a part of the LGBTQIA+ community I believe my sexual identity is owned by me, not a brand and that the outdated meaning no longer applies. Isn’t it time for this double entendre to end?»
What are other historical brands doing within Australia? «Within Australia in 2020, three well published brands renamed due to racism, redskins became red ripper, chicos became cheekies and coon cheese became cheer. In early 2021, Mr potato head became potato head as Hasbro became gender neutral».
What are Streets Golden Gaytime doing within Australia? «On the other hand, Golden Gaytime within the last few months has not only distributed ice cream, they have also created two new cross promotions, one with Kellogg’s coco pops and one with Griffin’s Marvels popcorn, they have also released a Streets golden Gaytime eggsellence easter egg. This means they have not only maintained a historical label but they are developing it for current times».
I asked if he had talked to Streets/Unilevers about this and what was their comments ?
Emailed response from Consumer Engagement Centre UANZ: March 8th – Ref: 35397939.
«The first Streets Gaytime was released in Australia during 1959 when the word ‘gay’ had not yet been applied to gender preference. The origin of the ‘Gaytime’ name was related to having a joyous or happy time and was meant to capture the pleasure that comes with enjoying an ice cream».
«Following the rise of a visible LGBTQ+ community in Australia during the 1980s, rather than rename the ice cream, Streets embraced the connection by adopting the slogan, ‘It’s so hard to have a Gaytime on your own.’ Boxes of the ice creams sold in supermarkets still feature the words ‘4 delicious chances to have a gay time».
How does Golden Gaytime impacted you, Brian ?
«I’ve always said, this story isn’t about myself, I’ve read some comments online in response to my call to change the Golden Gaytime name. Some have even personally attacked me for speaking up, I’ve been called a Snowflakes, bonkers, ridiculous, a troll and worst all for saying that Golden Gaytime is an outdated brand in 2021.
I stand by my comments, I still believe Golden Gaytime is outdated and needs to rebrand, just like many other historical brands have needed to do».
Sign the Change the name Golden Gaytime petition here.
