Oreo, part of Kraft Foods, posted the picture Monday evening, accompanied by the words "June 25" and "Pride" and a caption that read, "Proudly support love!" It wasn't clear what the ad was referring to, Adweek said, while noting June 24 was the first anniversary of New York's Marriage Equality Act, and also the date on which the San Francisco gay pride was held.
With 26.9 million fans on Facebook, Oreo is one of the most successful brands on the social media site, Adweek said. The Oreo with the rainbow motif touched off a split reaction among fans, the trade magazine said, with several saying they won't buy Oreo cookies anymore and one commenting: "I'm never eating Oreos again. This is just disgusting."
Another decided the picture called for "Unliking page and the rest of the 'kraft' family products... i will not support a company with these views."
A poster who appreciated the picture wrote, "I didn't think it was possible for me to love oreo's more than I already did!!"