Within hours of posting it on the brand's Facebook page, the image went viral. The conversation has been vigorous. Many “likes” and a few vitriolic Internet trolls doing some gay-bashing.
The Pride cookie, which has multiple layers of colorful creme, is part of the brand's 100-year anniversary print campaign, "The History Print", which recreated historical events using Oreo cookies and their best complement, a cold glass of milk.
Tolerance is timely. The Oreo campaign reflects that. How symbolic it is when an iconic All-American brand welcomes a cultural change. Americans see themselves as fair-minded people. But the recent polarization of viewpoints on gay couples has left many centrists wondering, “What’s the big deal?”
That’s the sweet spot for any risk-taking campaign. Keep the edges crisp and unburden the middle.
Much like the cookie.