Get a taste of Nabisco’s Gay Pride Oreo.

Rainbow Oreo a symbol of corporations’ embrace of gay-rights issues

The rainbow-colored Oreo graphic unveiled for LGBT Pride Month proves at least one thing: Gays are just as susceptible to clever marketing as straights. At long last! Equality under commercialization.

The graphic was posted Monday evening on Oreo’s Facebook page and drew more than 52,000 shares and 177,000 likes in 24 hours — a robust social-media response that amounts to free advertising for Oreo, which is made by Nabisco, which is a subsidiary of Kraft Foods, which, with annual revenue of $54.4 billion, is the planet’s second-largest food company and doesn’t really need your pro-bono assistance with brand expansion.

“We are excited to illustrate what is making history today in a fun and playful way,” says Basil T. Maglaris, associate director of corporate affairs for Kraft, in an e-mail that toes the company’s sunny line. “Kraft Foods has a proud history of celebrating diversity and inclusiveness. We feel the OREO ad is a fun reflection of our values. There has been a lot of buzz about the image, and it shows how relevant OREO is to people even after 100 years.”

A cultural moment — galvanized politically by President Obama’s May endorsement of same-sex marriage — is being validated and exploited economically by big business over and over again. Earlier this month J.C. Penney, after enduring fringe criticism forenlisting Ellen DeGeneres as a spokeswoman in February, doubled down with a Father’s Day advertisement featuring two fathers and their children dressed in sensible shorts and bright-colored polo shirts. Last month, Gap put two young gentlemen inside one snug gray T-shirt next to the words “Be One.” In March, Ben and Jerry’s released an ice cream pint called “Apple-y Ever After” whose container depicted a tuxedoed pair atop a rainbow-ribboned cake.  >>>MORE<<<

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