Few treats evoke as much nostalgia and affection in australia as the golden gaytime. This iconic ice cream, a delightful blend of vanilla and toffee ice cream coated in chocolate and biscuit crumbs, has been a beloved fixture in freezers for decades.
However, beyond its sweet taste, the golden gaytime carries a name that has stirred significant discussion, evolving interpretations, and even international controversy. Its journey reflects not only the changing landscape of language but also the broader societal shift towards greater awareness of inclusion and diversity.
The story of the golden gaytime's name is intrinsically linked to the evolution of the english language.
When the ice cream was first launched by streets (a subsidiary of unilever) in 1959, the word "gay" predominantly meant "joyful," "happy," or "carefree." A "gay time" was simply a good time, filled with mirth and lightheartedness. This interpretation aligns perfectly with the marketing of a cheerful, indulgent dessert designed to bring happiness.
For many generations, the name was understood in this innocent, traditional sense, conjuring images of sunny australian afternoons and childhood delights. The golden aspect likely referred to both its color and its perceived premium quality, suggesting a moment of golden happiness.
The linguistic shift: "gay" takes on a new meaning
Over the latter half of the 20th century, the word "gay" underwent a significant semantic shift, increasingly becoming the widely recognized term for homosexual.
This linguistic evolution presented an interesting challenge for brands like golden gaytime. While the original intent of the name remained unchanged, its contemporary interpretation by a growing segment of the population, particularly younger generations and international audiences, began to carry a double meaning.
This dual interpretation, though initially unintended, has ironically become a part of the golden gaytime's unique identity, contributing to its cult status and inspiring a range of creative and sometimes contentious discussions.
This dual interpretation has been embraced by some as a playful nod to the LGBTQ+ community, turning an accidental association into a source of pride and humor.
The ice cream has, in many circles, become an unofficial symbol of support and solidarity. This organic adoption by the community showcases how brands can transcend their original marketing intentions and take on new cultural meanings, often driven by their consumers.
International incidents and cultural clashes
Despite its beloved status in australia and the generally good-natured acceptance of its name there, the golden gaytime has faced scrutiny and controversy in other parts of the world, highlighting the complexities of global branding and cultural sensitivity.
The indonesian rainbow gaytime uproar
One of the most notable international incidents occurred in indonesia.
In 2020, social media posts began circulating featuring a "rainbow gaytime" ice cream bar. Crucially, this was not an official product launched by unilever or streets in indonesia.
Instead, it appeared to be a fan-made or digitally altered image that gained traction online. The situation quickly escalated due to indonesia's conservative social and political climate, where LGBTQ+ rights are significantly restricted, and public expression of homosexuality is often condemned.
The perceived association of a major brand with the LGBTQ+ community, even if unintentional or fabricated, sparked considerable outrage among some segments of indonesian society.
The backlash forced unilever, streets' parent company, to issue a swift clarification.
They emphasized that the golden gaytime brand is not sold in indonesia, nor does any "rainbow gaytime" product officially exist. This incident served as a stark reminder of how a brand name, innocuous in one cultural context, can become highly charged and controversial in another, especially in the era of viral social media where misinformation can spread rapidly.
Richard hammond's controversial comment
Another moment of contention involving ice cream and sexual orientation arose in 2016, though not directly related to the golden gaytime brand itself, but rather to the broader cultural perception.
On the amazon prime show the grand tour, british presenter richard hammond made a comment that stirred significant controversy. During a segment, he stated, "i don't eat ice cream, i think it's something to do with being straight," to cheers and applause from the studio audience.
This remark, suggesting a link between sexual orientation and food preferences, was widely condemned by LGBTQ+ rights organizations, including stonewall. Critics argued that such comments perpetuate harmful stereotypes and contribute to a culture of prejudice.
While not about the golden gaytime directly, hammond's comment underscored the sensitivity surrounding discussions of sexuality and consumer products, demonstrating how easily a casual remark can ignite a broader conversation about inclusion and appropriate humor.
"Gay vague" marketing and its implications
The concept of "gay vague" marketing, a term coined by american colleague mike wilke of adrespect, offers another lens through which to view the intersection of advertising and LGBTQ+ representation.
"Gay vague" refers to commercials or marketing campaigns that hint at or playfully suggest same-sex attraction or "unmanly" behavior without explicitly endorsing or featuring genuine LGBTQ+ themes. The goal is often to use coded humor or double entendre to appeal to certain audiences, sometimes while trying to avoid alienating others, or simply to generate buzz.
Classic american ice cream brand klondike, also owned by unilever, produced two such "gay vague" commercials: "biker tutu" in 2004 and "bear sandwich" in 2005.
These ads featured men in scenarios that could be interpreted as humorous or somewhat effeminate, playing on traditional gender roles without overtly depicting gay relationships. While some might view these as harmless or even progressive for their time, critics argue that "gay vague" marketing is problematic because it often plays into stereotypes or uses the idea of gayness "for fun" without offering authentic representation or actual support for the LGBTQ+ community.
It can be seen as exploiting the concept of sexual diversity for marketing gain without genuinely contributing to a more inclusive world. This contrasts sharply with genuine "marketing the rainbow," which celebrates diversity and actively supports LGBTQ+ initiatives.
The golden gaytime icecream project: a fan-led phenomenon
Amidst these broader discussions and controversies, the golden gaytime also boasts a rich history of fan engagement and organic community building.
One notable example is the "golden gaytime icecream project" founded by sydneysider jesse james mcelroy. McElroy famously campaigned streets to introduce a 1.25-liter tub version of the beloved ice cream, a testament to its widespread adoration. His efforts were successful, demonstrating the power of consumer voice in shaping brand offerings.
Beyond the tub, mcelroy also experimented with creative hybrids, such as the "gaynetto" - a playful fusion of the golden gaytime and cornetto ice creams.
He posted his prototype designs on his popular facebook page, showcasing a vibrant, engaged community that celebrated the brand and its playful name. This grassroots enthusiasm highlights the deep affection australians hold for the golden gaytime, often embracing its name with a sense of humor and pride that transcends any potential controversy.
Streets' response and commitment to inclusion
Given the international incidents and the ongoing cultural conversation surrounding the name, streets and unilever faced a decision: should they consider changing the name of golden gaytime to avoid future controversies, aligning with a trend seen in other brands?
In recent years, several major brands have proactively rebranded to remove names with problematic, often racist, connotations.
For example, in australia, "redskins" lollies became "red ripper," "chicos" became "cheekies," and "coon cheese" was renamed "cheer cheese." These changes reflect a growing corporate responsibility to align with modern social values and rectify historical insensitivities.
However, after careful consideration and engagement with community leaders, streets announced its decision to retain the golden gaytime name in australia.
In a public statement, unilever commented: "over the past few weeks, the gaytime team has taken the time to listen and reflect. Because we stand for inclusion, celebrate diversity and welcome meaningful conversations around these values. We believe that in order to truly listen and understand, we must consider all voices."
The company further elaborated on its reasoning: "there's a lot of history and pride behind gaytime, and we've been inspiring a sense of community for many years.
Going forward, we want to continue to bring communities together and create a more diverse, inclusive and equal world for all." This statement underscores a crucial distinction: unlike brands with names rooted in historically offensive slurs, the golden gaytime's name, while having a double meaning, originated innocently and has been widely embraced by many, including members of the LGBTQ+ community themselves, as a symbol of joyous defiance and affection.
The decision to keep the name was also supported by a significant public petition that collected more than 2,000 signatures, demonstrating strong community sentiment against a name change.
This widespread support, coupled with the brand's long-standing history and its positive association for many australians, played a pivotal role in streets' choice. It signaled a commitment not just to avoiding controversy, but to standing with a community that has embraced the brand and its unique identity.
The enduring appeal of the golden gaytime
The golden gaytime remains an australian icon, its popularity undiminished by the debates surrounding its name.
Its journey from a simple dessert to a symbol of evolving language, cultural sensitivity, and brand inclusivity is a compelling one. The discussions it has sparked, whether through international misunderstandings or thoughtful domestic dialogue, have ultimately contributed to a deeper understanding of how words carry different weights in different contexts and how brands navigate a progressively interconnected and socially conscious world.
In an era where authenticity and genuine representation are increasingly valued, the golden gaytime's story offers a unique perspective.
By choosing to embrace its history and the diverse communities that celebrate its name, streets has reinforced its commitment to values of inclusion and respect. The golden gaytime is more than just an ice cream; it is a cultural touchstone, a delicious reminder of changing times, and a testament to the power of a name that, for many, simply means a truly happy and golden time.