Oreo, the well-known sandwich cookie, is among the most active and cool brands to follow on Facebook and have earned 26 million likes/fans. The community management team have found a great tone of voice, great balance between sharing inspiration, involving the fans and in general showing graditude.
The brand is an innocent snack and to me and many others thus is the associations with the brand image. When thinking of an Orea and an Oreo moment, you think of family, kids, fun etc., which makes the recent update and statement even more cool.
This weekend gays and lesbians gathered around worldwide for the Gay Pride Celebration and demonstration. Lots of brands have shown support with different efforts and Oreo chose to be among them by publishing the above picture on their Facebook page showing one of their cookies in the colours representing Gay Pride.
Many reacted negative, but many more gave positive comments both directed to the brand in itself and the corporation in all!
This is some different examples of Facebook users’ responses, which currently keeps coming:
Nice one Oreo, i loved you anyway but now i love you more xD haters gunna hate ;)
I already loved Oreos, but now they’re even more awesome!!!! :D
thank you for standing up for what you believe in! I chose to like the page because you are awesome!!!
Already love Oreos but your willingness to stand up for what’s right has given me the impetus to buy a pack asap
Of course the statement has been considered twice and discussed internally, it is published with great risk and unfortunately provoke haters to break the silence, which needs to be handled carefully and correctly. However there is much to gain as well and as somebody wrote on facebook - haters will always hate, luckily we don’t care and they don’t matter.
A Kraft spokesman told Huffington Post UK: “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.
“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.”
The resulting buzz is quite evident from this Facebook graph: