Oreo took a hit in the U.S. this month for their ad supporting Gay Pride.
This is not unexpected. Any ad supporting Pride will get your company blackballed in some quarters. Oreo knew it was going to happen and ran the ad anyway. That’s called having values.
Cynics will point to a calculated risk-taking after a careful weighing of the profit/loss scenario and the resulting positive and negative PR.
Whatever the path to getting this ad out there, it has flushed out plenty of outraged people who will “never eat Oreo cookies again!”
If advertisers continue to come out in support of gay, lesbian and transgendered peeps, the protesters will eventually be surviving only on food they grow themselves and rainwater.
Assuming no rainbows appear after the downpour.
What really interested me about the Oreo ad was how alike it is to a bunch of other Gay Pride support ads.
On their own, they are each good ideas. When seen collectively, you can sense the long-term challenge for ad agencies. It’s almost as if these companies are throwing their corporate support around Pride but not their arms.
One advertiser that did hit the mark was the LCBO. There was more of the spirit of celebration here, which I found congruent to the tone of the event. I laughed out loud at the spritzer line near the end.
Cheers to the LCBO.