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Oreo turns cookie packs into canvases for expressing LGBT support

May 12, 2022


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.

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