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Rainbow-colored Oreo a harbinger of more gay advertising

The rainbow-colored Oreo graphic unveiled for LGBT Pride month proves at least one thing: Gays are just as susceptible to clever marketing as straights. At long last! Equality under commercialization.

The graphic was posted Monday evening on Oreo’s Facebook page and drew more than 52,000 shares and 177,000 likes in 24 hours — a robust social-media response that amounts to free advertising for Oreo, which is made by Nabisco, which is a subsidiary of Kraft Foods, which, with annual revenues of $54.4 billion, is the planet’s second-larget food company and doesn’t really need your pro-bono assistance with brand expansion.

Nevertheless, the graphic, like all advertising, plays on consumers’ emotions. A rainbow Oreo endears itself to the LGBT community and its straight allies. Inclusion of demographics breeds profusion of message.

“We are excited to illustrate what is making history today in a fun and playful way,” says Basil T. Maglaris, associate director of corporate affairs for Kraft, in an e-mail that toes the company’s sunny line. “Kraft Foods has a proud history of celebrating diversity and inclusiveness. We feel the OREO ad is a fun reflection of our values. There has been a lot of buzz about the image, and it shows how relevant OREO is to people even after 100 years.”

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