The 12 stories of 2012: Chosen by you
Kraft’s gay pride Oreo connect well with ‘neglected rainbow market’, says expert
Kraft Foods generated a Facebook frenzy when it uploaded an image of an Oreo cookie filled with six rainbow-colored layers of frosting with the tagline ‘June 25: Pride’ and adjoining comment ‘Proudly support love!’
The image generated over 150,000 likes and more than 20,000 comments by the afternoon of its upload.
Dr Richard George, chair and professor of Food Marketing at the Haub School of Business, Saint Joseph’s University in Philadelphia, said it was a good piece of targeted marketing and Facebook was a clever choice of medium.
