In this article:
- This year, Oreo is releasing a cookie package with words of affirmation from allies.
- Buyers can also add their own message to the front of the container.
- Oreo has worked with allyship organization PFLAG for three years.
June is on the way, and brands are starting to introduce their Pride campaigns.
This year, Oreo is working with Parents, Families, Friends, Lesbians, and Gays (PFLAG) for the third year in a row on its Pride packaging. The brightly colored packaging features supportive quotes from LGBTQ+ allies. Each container also features a blank space where people can put their own words to give to friends or family. The cookies in this pack also say “Proud” on them.
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While Pride month is still a few weeks away, customers can purchase them for presale on the Oreo website. And they will start hitting the shelves in grocery stores starting May 18, 2022. Oreo and PFLAG also collaborated on a website providing resources for allies, which includes information on proper pronoun usage, as well as explainers on vocabulary, abbreviations, and acronyms related to the LGBTQ+ community.
“Words of love are needed now more than ever,” said Oreo’s marketing director Olympia Portale, in a potential reference to the recent passage of “Don’t Say Gay” legislation in Florida. The “Don’t Say Gay” Bill, which was signed by Florida Governor Ron DeSantis, prevents educators in the state from discussing LGBTQ+ matters like sexuality and gender identity. Texas is also investigating the parents of transgender children for child abuse.
For the last two years, Oreo worked with PFLAG to produce rainbow-colored Oreo cookies for Pride. PFLAG was founded in 1973 by a woman named Jeanne Manford who walked with her son in the Pride parade in New York City. The organization is designed for LGBTQ+ people and their allies, and has roughly 400 chapters and 250,000 members. In addition to Oreo, PFLAG partners with J.Crew, Verizon, Walmart, and others.
Companies are spending more resources celebrating the LGBTQ+ community as it continues to expand. More than 7 percent of Americans identify as LGBTQ+, and that percentage is higher for Gen Z, 21% of which identify as LGBTQ+. Globally, LGBTQ+ people spend almost $4 trillion.
Oreo is just one of many brands that will roll out their Pride campaigns in the coming weeks.