Friday, 29 June 2012
I guess one of the snacks of my childhood has come out of the closet.
The sight of the traditionally black and white cookie being presented with a whole array of rainbow colours was something unexpected but quite welcome in my opinion. I loved it on several levels. For one, it is an amazing social statement. By superimposing the symbolic colours onto a traditional favourite cookie, the company seems to be saying that it is okay not to be heterosexual. In fact, it looks to imply that sexuality is something that one can be proud of. This, I feel, is something that should definitely be said. Considering this dessert staple is one targeted at the young, it speaks multitudes on what some need to hear. I am positive that everyone has heard horrific stories, whether from personal experience or the news, about the bullying of LGBTQ youth which can often lead to serious or fatal results. Oreo is doing something right by reaching out to their demographic and focusing on a major issue.
On a very basic level, I am cheering for Oreo for the sheer genius nature of their symbolism. Though this might be me reading into something a little more than I should (blame my English Literature studies), I feel as though the shift from a black/white binary nature to this colourful image is spectacular. Sexuality is a fluid thing and not just one or another. The insertion of all these colours is more than just emulating the rainbow associated with the LGBTQ community, it is reflecting the diversity of people and the subsequent respect they should have regardless.
I do not understand the outcry against it merely because Oreo openly supports people of all sexual orientations. By presenting this image, they are not "making" anyone gay or trying to "corrupt" your children. They are just saying that your sexuality is okay, no matter what it is. They are giving an image of empowerment to those who might need it, something that is both honourable and rather refreshing. Many people are angry and making comments on how Oreo is losing them as a customer, a reaction that seems brash for such a well-meaning campaign. (Though, let us be honest, it was probably launched with acknowledgement of the controversy and subsequent attention the company would receive.)
Oreos are just cookies, same as ever.
What is your opinion on this campaign?
Are you going to boycott Oreo?
What is your favourite colour of the rainbow?