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Kraft Responds to Oreo Gay Pride Facebook Flap

Posted by Sheila Shayon on June 27, 2012 10:20 AM

Anybody who has even touched Facebook this week will be aware of the controversy a single cookie can make.

Kraft's Oreo brand chose to make a simple statement, in this visual social era, to show support for June 25th as Gay Pride Day with a rainbow-colored twist on its iconic cookie. The 100-year-old cookie brand posted a photo on its Facebook page on Monday depicting a gay pride-themed six-layer cookie with rainbow-colored creme filling and the words “June 25 | Pride” and the comment, “Proudly support love!”

It was also clear it wasn't real, with a small line of text reading "Made with creme colors that do not exist." 

The maelstrom of divided comments from its 26 million FB followers shows the deep division over the issue and the entrenched homophobia still alive (and unwell) — and also raises the question about whether brands should take a political stance and show their support for the LGBT community. (We say yes; your thoughts?)

AT&T, for instance, released the following video to show its support for June as Gay Pride month — not to mention its employees and customers:

AT&T's description for its video shows that supporting the LGBT community is a core part of the brand's corporate citizenship mission:

Learn about AT&T's commitment to the LGBT community. AT&T was the first major corporation to adopt a policy prohibiting discrimination against employees based on sexual orientation. AT&T has also donated millions of dollars to support LGBT causes. This video also highlights LEAGUE at AT&T, the Lesbian, Gay, Bisexual, Transgender and Allies employees of AT&T, the oldest LGBT employee resource group (ERG) organization in the nation. Learn more about AT&T's diverse workforce at http://www.att.com/csr

The video has generated only 20 comments on YouTube, including:

In contrast, as of a few minutes ago, Oreo's pride cookie picture on Facebook had garnered 36,011 comments, 66,845 Shares and 219,643 Likes on the Facebook page, with the comments still coming fast and furious.

Alejandro Philip: I'd appreciate if all you conservative rednecks boycotted Oreo's, being that white chrisitian fundamentalist are the largest demographic of family-wide obseity.

Alex Symon: I wish that oreo existed - I'd eat it! And to all you anti-gay bigots out there, if you want to boycott Oreos, boycott facebook and google too, as they openly support gay rights!

Jack Son: Can't be too surprised ate their perversity on this, considering their lack of morality in general: http://www.patranella.org/blog/aborted-fetal-tissue-used-to-test-new-food-additives-pepsi-kraft-and-nestle-complicit/

Earlier comments included threats of boycotts such as Steve Permar, whose interests include "Sarah Palin" and "I Love Jesus" posting: "Guess I won't be buying oreo's [sic] anymore."  

Oreo is manufactured by Kraft and one user expanded any Oreo boycott to other Kraft brands:

June is officially LGBT Pride month in the U.S., declared first by President Clinton in 2000, and revived by President Obama in 2009 as he called on Americans to “help fight prejudice and discrimination” everywhere. So what's Kraft's take on the Facebook furor?

Basil Maglaris, Kraft's associate director of corporate affairs, told the Chicago Tribune that the positive comments on Facebook have "far outnumbered" negative ones. "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."

Adweek calls Oreo as one of the most successful brands on Facebook, with close to 26 million fans. “While there’s likely to be plenty of fallout for Oreo over this simple photo post, at least the brand has shown it’s not afraid to tackle a thornier issue than “Do you ever think of Oreo cookies when drinking milk?”

While the little rainbow cookie isn't available, maybe it should be as a limited-edition cookie this time of year. As Facebooker Aldrin Fauni-Tanos commented: "Whether this is a marketing strategy or a genuine call for equality, I'm buying these Oreos if they ever 'come out' in stores. YAY OREO!!!"

Comments

Ron Con United States says:

If they are so proud of what they are (notice I say WHAT, who) then why don't they like their real status as HOMOSEXUALS. Why take a good and decent word as 'gay' and make it a perverted thing?
As for OREO, apparently they thing thereir are enough homosexuals in the world to eat their cookies. Isn't that a real twist on words.....? Because upright and decent christians won't have anything to do with them.
You can't be a true Christian and a homosexual, it's clearly written in all christian bibles. "...men who lay with men, will not enter into God's kingdom"
Guess we won't have to worry about homosexuals in the new system, there won't be any there. Good riddense.........

June 27, 2012 10:54 PM #

hayden Canada says:

It also says that all sin is equal in God's eyes, to love your neighbours and that God is the only one who can judge all humans, as we all have flaws and sins, and therefore can not be in the almighty position to judge others. Therefore I as a christian see it that this issue has nothing to do with me personally and I am ashamed that you as a fellow christian feel that you are an all important being capable of judging others and feel that you are without fault and sin. After all Jesus accepted all, even prostitutes.
You sir need to revaluate yourself and worry more about God forgiving your sins as opposed to others.

July 1, 2012 10:12 PM #

John Sense United States says:

Way to go, Oreo.  Ron Con, you would appear a lot more intelligent if you proof read your comment before posting it.  Also, good luck adhering to a 2000 year old creation myth as your primary philosophy for life since it is obviously derived from factual information and the scientific method. Wink  Though maybe I've just been taken in by an ironic posting.  If so, thanks for the laugh.  You did uninformed and narrow minded so well.

June 27, 2012 11:56 PM #

Alex Daleks Germany says:

If they are so proud of what they are (notice I say WHAT, who) then why don't they like their real status as BIGOTS. Why take a good and decent name as 'christian' and make it a perverted thing?
As for OREO, apparently they know most people in the world follow the tenet that "thou shalt love thy neighbour as thyself" well enough to eat their cookies - not just despite of it, but even because of it. Isn't that a real twist on words.....? Because the people who will call themselves "upright and decent christians" won't have anything to do with the people that truly follow that tenet.
You can't be a true Christian and a bigot, it's clearly written in all christian bibles. "...let him who is without sin cast the first stone".
Guess we won't have to worry about bigots in the new system, there won't be any there. Good riddense.........

June 29, 2012 02:35 AM #

D. Moerike Canada says:

Oreos - The cookie for perverts & pedophiles.

June 29, 2012 10:55 AM #

Ahmad United States says:

You ask "about whether brands should take a political stance and show their support for the LGBT community. (We say yes; your thoughts?)"

What if a brand said LGBTs should practice in private or even seek rehab? Would you or mainstream media laud them then?

Brands are products or services put out into public for anyone's use. When they make lots of money they do indeed try to influence their stocks through CSR or, worse, lobbying and campaign donations.

If anything, brands should be banned from "showing support"

There would be fewer heavy guns on the streets, less junk in our food and safer drugs on our shelves.

June 30, 2012 03:05 AM #

Eyad Saudi Arabia says:

Brands have a persona, whether we like it or not. this is clear to any marketing dude.

Now, taking stands on thorny issues???? why take the risk? this is your money making machine, are you crazy enough to start jeopardizing it with taking political and social stands????
being progressive and wanting to stir the silent waters,  sometimes is a deadly trap for brands..... tie your wings of aspirations to the ground....

Oreo .... it is curtains for you.... curtains for you Smile

June 30, 2012 05:51 AM #

Freelance Copywriter Dublin Ireland says:

I love christian hypocrisy: judgemental, hate-filled, elitist, medieval bigots.

June 30, 2012 05:55 AM #

Comments are closed

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