Oreo has worked with PFLAG for the past three years on campaigns timed for Pride month, but the latest partnership introduces a more forward-facing retail element with the customizable cookie packs. The idea is to convert Oreo products into a canvas where people can inscribe words of love and affirmation for those in the LGBT community, tying together aspects of personalization and purpose-driven marketing.
While the brand did not directly address current affairs in the U.S., it could be responding to renewed energy for the anti-LGBT movement. Florida recently passed legislation, dubbed by critics as the “Don’t Say Gay” bill, that seeks to restrict discussions of LGBT issues in schools.
