The Oreo gay-pride cookie: Good for business?

The iconic cookie gets a stunt makeover for Gay Pride month. Liberal customers are thrilled. Conservative consumers, not so much

Oreo's Gay Pride cookie
(Image credit: Facebook/Oreo)

The image: Nabisco, the company behind Oreo cookies, has stirred up a Facebook debate after posting a photo of a radically reimagined Oreo in which the iconic white filling has been replaced with six rainbow-colored layers to support Gay Pride month. (See the photo at right and below.) As of Wednesday morning, the post — which says, in part, "Proudly support love!" — had received some 220,000 likes and over 36,000 comments, both positive and negative. The pointedly flamboyant cookie, created soley as a P.R. statement, won't be available in stores.

The reaction: It's pretty clear why Oreo is just one of a growing number of companies — JCPenney, for example — boldly embracing "gay pride as a business strategy," says Tiffany Hsu at the Los Angeles Times. The gay community may be small, but it is vocal and willing to rally "support for companies deemed to be on their side." You can bet it's rushing out to buy Nabisco's cookies. Not so fast, says Sheila Shayon at Brand Channel. Judging from "the maelstrom of divided comments" from Oreo's 26 million Facebook followers, this could be bad for business. A growing boycott threat might teach Oreo that companies can pay a steep price for taking stands on divisive issues. Well, let the haters pursue their "shortsighted" boycott, says Neetzan Zimmerman at Gawker. Nabisco, part of parent company Kraft, makes a lot more than cookies. "Good luck eating your steak without A1 Steak Sauce, homophobes." As for the rest of us: Let's cross our fingers and hope Oreo will "make the rainbow cookie a reality." See for yourself:

Subscribe to The Week

Escape your echo chamber. Get the facts behind the news, plus analysis from multiple perspectives.


Sign up for The Week's Free Newsletters

From our morning news briefing to a weekly Good News Newsletter, get the best of The Week delivered directly to your inbox.

From our morning news briefing to a weekly Good News Newsletter, get the best of The Week delivered directly to your inbox.

Sign up
To continue reading this article...
Continue reading this article and get limited website access each month.
Get unlimited website access, exclusive newsletters plus much more.
Cancel or pause at any time.
Already a subscriber to The Week?
Not sure which email you used for your subscription? Contact us