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Milk's Favorite Cookie Takes A Stand: Rainbow Oreo Supports Pride Month on Facebook

Posted on June 27, 2012

June is Pride Month for the LGBT community and while most big brands shy away from taking a stance on controversial social issues, Oreo has publicly backed the cause by posting this simple picture on their Facebook page.

For the social media marketers at Oreo, this was a big move because ultimately they are not just representing Oreo cookies, but also all of Kraft Foods—their $1 billion parent company. But despite some negative backlash on the Facebook post (to be expected), I think still think it was a good move…here’s why:
  • The photo was posted on Oreo’s Facebook page, which attracts younger consumers whose views are more liberal. So even though there were some negative comments, the majority of them were favorable.
  • Because social media is a two-way platform, Kraft Foods and Oreo were able to respond to their fans and re-state their position that they represent diversity in every form. This type of advertising goes beyond the quick sell and creates a deeper connection with consumers.
  • Since it was uploaded on June 25, the Photoshopped image of a six-tiered rainbow cookie has gone viral. As I’m writing this article, that single post has 216,687 likes, 65,670 shares and 35,228 comments. Wow.

What’s the moral of this story? Recognize the power of social media and don’t be afraid to incorporate a controversial post or photo every now and again as part of your overall social media strategy. It’ll get your fans talking and lets you stand for something more than, say, a delicious li’l chocolate sandwich cookie.

P.S. No, the rainbow Oreo is not available for purchase in stores. (The disclaimer states that it’s “made with creme colors that do not exist.) Bummer.

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Topics: Advertising

Jessica Laurello

Written by Jessica Laurello

Jessica Laurello is a media specialist with a degree in Advertising from Syracuse University.

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