Oreo took a stand on gay rights on Monday, netting more than 143,000 “Likes” and close to 18,000 comments, but not all were positive.
On Monday, the Kraft Foods brand posted a status update with a rainbow-hued version of its cookie with the caption “Proudly support love!” and “June 25/Pride.” The update got a big response from the brand’s 26 million fans.
While many echoed the sentiment of a fan named William Kinder, who wrote, “Oreos have always been one of my favorite cookies. I’m going to make sure to buy them for the rest of my life now. Thank you so much for standing up for gay rights. ♥,” others expressed exasperation at the brand’s stance and some vowed not to buy the product anymore. “Not right,” wrote a woman named Tara Sawasky. “Now I hate Oreos.” Another fan, Desean Washington wrote, “This is absolutely disgusting. Your attempt to ‘normalize’ the behaviour of homosexuals has cost you a customer.” Meredith Paige, another fan, opined, “Okay, goodbye Oreo. I don’t support same-sex relationships.”
Apart from such pronouncements, there was also a heated dialogue over the issue — hardly the type of content usually found on Oreo’s Facebook Page. Inevitably, the conversation turned to religion, with opponents over the gay rights issue citing justification in the Bible and opponents attacking those fans’ faith.
An Oreo rep provided the following statement about the campaign:
In celebration of the 100th birthday of Oreo cookies, the brand is creating a series of daily ads reflecting current events in a fun way using images of Oreo cookies and milk. These ads are in the same style of the print advertising campaign for Oreo’s 100th Birthday that launched earlier this year. The new campaign will bring to life trending topics, pop culture news, milestones or celebrations using images of the iconic cookie and milk. In recognition of Pride Month, Oreo created an ad depicting the Rainbow flag with different colors of Oreo crème. We are excited to illustrate what is making history today in a fun and playful way. You can follow Oreo on Facebook to see the daily ads.
As a company, Kraft Foods has a proud history of celebrating diversity and inclusiveness. We feel the OREO ad is a fun reflection of our values.
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