In conjunction with Pride Month, Oreo Cookies made waves on Facebook on Monday evening by coming out firmly in support of gay rights/marriage. Posting a picture of a rainbow colored Oreo (which looks delicious, by the way) featuring a caption reading “Proudly support love!” to their Timeline, the popular sandwich cookie was bombarded with likes and comments within mere moments of the post going live.
Far from bringing people together, the black and white cookie appeared to divide social media users on the issue of gay rights, at least those who chose to comment on Facebook. Many have leapt to support Oreo while others have called for an outright boycott of the product.
Reaction to the image/statement was not confined to Oreo’s Facebook page, however. Less than 24 hours after the image appeared, social media had generated over 11, 600 mentions of the topic across the web.
Twitter dominates the conversation (90%) with reaction to the “Rainbow Oreo” spreading quickly across the platform over the course of Monday evening and throughout the day on Tuesday.
Social media users appear to be overwhelmingly supportive of Oreo’s stance, with the more critical tone of the company’s Facebook wall not carrying over to Twitter. Just under 81% of posts with clear sentiment attached are positive. This is somewhat surprising given some of the Facebook comments highlighted in this piece over at Buzzfeed. It appears that the more vehement pushback has been contained largely to Oreo’s actual Timeline.
Kudos to the Oreo company for publicly supporting gay rights at risk of alienating their more ignorant customers. Impressive.
— Scott Weinberg (@scottEweinberg) June 26, 2012
All of this outrage and threats of boycotts of Oreos means one thing: buying a bag on the way home.
— Mike Ghoul (@MichaelToole) June 26, 2012
It appears, that the post seems to have “worked” in terms of driving social conversation and getting the nation thinking and talking about the now century-old cookie. Will it translate to higher sales? Lowered sales due to the threats of boycott? Time will tell the tale.
Is there a reason for the discrepancy between the Facebook post reaction and the overall social media reaction to the Oreo Pride post? Did you weigh in on the subject via social media as well?
(Note: This post originally appeared on the Salesforce Marketing Cloud blog on June 27, 2012.)