Color me delighted that Kraft/Nabisco posted this image in honor of Gay Pride yesterday. The company has no plans to make a “rainbow” version of its iconic snack.
It simply made a statement that went viral.
As a result, Nabisco has taken a lot of heat (and a little hate) from the homophobes and wingnuts out there, but human-rights advocates are praising the move across the social platforms. Last I checked, the image on Facebook had been shared 200,000 times and drawn more than 60,000 comments.
Why would a major brand take such a risk? Because it’s not a risk at all.
Global corporations don’t bet the ranch just to be trendy or cool. Major brands like to sell stuff, and they know that gays and gay supporters will buy from companies who align with causes that matter to them. The 2012 Gay Games, for example, boasts sponsorships from Orbitz, Tylenol and AT&T. Walt Disney World regularly hosts “Gay Days,” a legion of other big brands are coming to understand that it’s good business to support gay rights.
The Gay Pride cookie photo as a surefire sign that homophobia has lost its grip on mainstream America. When Blue Chip companies like Nabisco align their brands and their reputations with a cause, the battle is generally over. After all, major consumer brands aren’t known for their courage, but they know a little something about market research!
BTW, I don’t care much for Oreo cookies, but I plan to pick up a half dozen packages tomorrow and hide them away for when my grandsons visit!
Also demonstrates the power of a great visual and the ease of sharing through social media. You’re right, Nabisco wouldn’t have done this without a lot of customer research. I’m glad they did. Good for Nabisco and an excellent lesson in taking an iconic symbol (the Oreo) and making a social statement with it. I’m not sure many brands would ever do that.
Thanks for stopping by, Chris. You’re right about the visual. It almost begs to be shared/tweeted/posted.
None of us should be surprised by the Rainbow Cookie. After all, Walt Disney World, a brand that reeks “family values,” has been hosting Gay Days for more than 20 years. But you’re right. A lot of brand managers wouldn’t have the guts to even propose something like this. They’re too busy covering their asses. I think most of them were clients of mine once
I LOVE THIS! “Color me delighted” is such an awesome way to open this post and you’re such an awesome person for highlighting this positive evolution of consumer brands. U.S. society is on the cusp of great things in terms of advocating equal rights and it feels good to see people embracing it rather than tearing it down. While that’s still happening, I feel like people are overwhelmingly responding positively.
You don’t like Oreos!!! We’re you raised in a cave in western PA?!?!