Change the name Golden Gaytime
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So, what is Golden Gaytime?
Golden Gaytime is an ice cream that was first released in Australia during 1959 by Streets ice cream Australia (a subsidiary of Unilever).
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As a part of the LGBTQIA+ community I believe my sexual identity is owned by me, not a brand and that the outdated meaning no longer applies.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.
Why is it relevant that others have rebranded due to race when Golden Gaytime is about sexuality?
Under the law they are seen the same, discrimination means being treated unfairly or not as well as others because of a protected characteristic like age, sex, sexual orientation, gender identity, race or disability.
What are Streets/Unilevers 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.”
What I’d like to see the name potentially replaced with?
I feel it's not my place to tell Streets what to call their rebranded product, but I do feel it’s time that the Golden Gaytime is called out for being outdated, especially when Streets is releasing new products and cross promotions in 2021. Streets in their response to my questions said "The origin of the ‘Gaytime’ name was related to having a joyous or happy time". My suggestion would be if Golden Gaytime is meant to relate to having a joyous or happy time, then the product should be called that and its time to remove Gay from its name.
How does Golden Gaytime impacted me?
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.
Something I don’t understand is why people in the LGBTQIA+ community would stand by a product that has not supported the community, as I say in my petition “So, I'm left with asking the question, is no financial support for the LGBTQIA+ community but sharing an image true support? How is Streets Golden Gaytime serving an ice cream on Virgin Australia Pride flight support?”
More to the heart of the question, how Gaytime has impacted myself, Golden Gaytime has not but my story, like many in the LGBTQIA+ community, just to be a Gay man does.
My story is not unique, but it is mine. Growing up in a Christian household I was raised being told being gay was a sin, when I first started having feelings for men, I knew that my life would be more difficult as my peers in the church wouldn’t accept me as I am.
When I started high school, like many I was bullied for being gay even though I was not out and trying to suppress my feelings, but the bullying didn’t stop, being called gay, poof or even fag was a daily event and the school I attended didn’t support me in stopping the bullying.
In my early 20’s when I was openly speaking about having feeling’s for men within the church, I was prayed for, at 22, I went to conversion therapy to pray the gay away, casting the gay demons out of my soul to heal me from my sin as a gay man.
When conversion therapy didn’t ‘work’, I realised that I needed to walk away from the church and the life I knew and come out as a gay man. In doing so, I lost almost all my Christian friends and family, I was disowned and excommunicated.
Starting my new life as a gay man had its own challenged, needing to make new friends and start living life out of the church was hard but I was happy I was now myself.
In my 20’s I was enjoying my new freedoms, but I still was being bullied for lack of a better word, just for being gay by members of the general public. I’ve had people call me fagget as they walk past me in the street or call it out the window as they drove past, I’ve been spat on in the street and been told to die. I was lucky one night as I left home early but my friends, the same night walking home where gay bashed.
Just to be a gay man, even in 2021 is still hard. Generally speaking, not all people are welcoming to the LGBTQIA+ community, we all still have a long way to go to be fully accepted as equals but if we see an area in life that’s not equal, and we are able to change it for the better, why wouldn’t you speak up.
This is why I'm speaking out against Golden Gaytime; I have needed to fight to be a gay man, overcoming many things in my life, I am a proud Gay man, packaging and products are not.
What do I say to the members of the LGBTQIA+ community who like Golden Gaytime?
I’m left asking the question, is it ok for a brand to embrace a double entendre in 2021? Is it ok for a person’s sexuality to be packaging when so many peers in the LGBTQIA+ community struggle? Why would you embrace a product that has not supported you?
I asked Streets/Unilever, has Streets ice cream or Unilever ever financially supported a LGBTQIA+ community group within Australia? in 2017 you updated your product to a rainbow theme around the time of Sydney Mardi Gras, why was this?
Emailed response from Consumer Engagement Centre UANZ: March 17th – Ref:35503496:
“Earlier this year, we were approached by Virgin Australia to serve our Golden Gaytime as the dessert on their Virgin Australia Pride flight. Furthermore, the rainbow theme product that you mentioned was not produced by Unilever but was created and shared by a fan in celebration of Mardi Gras – we embraced this and shared it across our social media channels in support of the LGBTQIA+ community. We think both these examples represent ongoing support for the Gaytime brand among the LGBTQIA+ community. That said, we will continue to review the language and iconography used across our brands and listen to feedback from our consumers.”
“Unilever and our brands have supported the LGBTQIA+ community through a number of initiatives both locally and globally. For example, in 2017, Ben and Jerry's, in partnership with Australian Marriage Equality”
I also reached out to LGBTQIA+ groups, asking, has Streets ice cream/Unilever Australia ever been a formal sponsor for this organisation?
Sydney Gay and Lesbian Mardi Gras:
“With regards to your question, Streets Ice Cream and Unilever Australia have never been a formal sponsor or partner with Mardi Gras under its current administration.”
“Thanks for your enquiry. Streets/Unilever has not been a sponsor in more recent years. Unfortunately older records from Midsumma Festival are hard to find.”
Canberra SpringOUT Pride:
“I am not aware of any Streets icecream/Unilever Sponsorships for SpringOUT”
“Hi Brian. No, they haven’t.”
Brisbane Pride Festival, Pride Adelaide, Tas Pride, Top End Pride & Australian Pride Network where also contacted for comment but have not replied.
So, I'm left with asking the question, is no financial support for the LGBTQIA+ community but sharing an image true support? How is Streets Golden Gaytime serving an ice cream on Virgin Australia Pride flight support?
Why would you love Golden Gaytime when they don’t love you back?
Is this Cancel culture?
No, I'm not calling for the product to be cancelled, I'm calling for the product to remove Gay from its name.
If you support changing the name of Golden Gaytime ice cream, please sign my petition and consider sharing with your friends.
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