Not long ago, business was a very dry arena. If a company made a calculator, that’s all you would ever know.
These days, it seems corporations have calculated the benefit of messaging. Therefore, they’re investing in the social and political realm.
Case in point: Oreo has teamed with PFLAG — Parents and Friends of Lesbians And Gays — to release a special edition of its delicious, milk-ready mainstays.
And not only that — the confection colossus has produced a short film about a mom and her lesbian daughter.
As for the new multi-colored treats, don’t look for ’em in-store — they can only be won online.
Starting Oct. 9, the colored cream cookies, which will not be sold in stores, will be given away to the first 10,000 people to share on social media their idea of allyship. The cookie giveaway is part of Oreo and PFLAG’s Proud Parent campaign, “a year-long initiative designed to shine a spotlight on the powerful impact love & acceptance can have on LGBTQ+ youth.”
In a statement, PFLAG National Executive Director Brian K. Bond commended the cookie-maker:
Having a supportive, affirming family—and committed allies—is crucial for the health and wellbeing of lesbian, gay, bisexual, transgender, and queer (LGBTQ+) people. We are grateful for our partnership with OREO, and for OREO’s commitment to our shared vision of a diverse and inclusive world, made better by loving, proud parents and allies.
Beyond the sweet-creme rainbow rarities, the Nabisco property dipped itself into moviemaking with Oreo Proud Parent:
PFLAG.com sums it up:
This new film shows the love between Jen and Amy, exploring parent-child relationships, and the challenges of bringing a partner home for the first time – especially for the LGBTQ+ community. The film highlights the true importance of family love, support, and affirmation. The #ProudParent platform is our partnership with OREO, aimed at empowering and inspiring parents, families, and allies of LGBT to come out in loud, public support. Because every time a parent comes out in support of their child they inspire others to do the same – making the world a more accepting, affirming, and compassionate place.
Oreo’s not alone in recent business-related rooting. As noted by The Daily Wire, Sunday’s National Coming Out Day saw the NFL release its own PSA.
The ad includes openly gay and bisexual former players Jeff Rohrer, R.K. Russell, Wade Davis, and Ryan O’Callaghan.
And on Friday, league Executive Vice President Troy Vincent penned an op-ed encouraging gay players to reveal themselves:
There has never been a single active player that has come out. While I’m sure I’ve played with LGBTQ+ players — highly skilled, athletic and effective at their jobs — they did not come out. … Anyone in the player community who may be considering coming out, know this. Just as I have done with family members and close friends, I am committed to serving as a conduit to help you through that journey — either myself, in collaboration with my teammates at the league office, or through the many organizations with whom we partner on LGBTQ+ issues.
He made clear, “There is no place for harassment, heteronormative language or ignorant terminology.”
Troy opened by identifying himself:
My name is Troy Vincent. I am a husband, a father and a grandfather. A brother, an uncle and a nephew. A Black man and a Christian. My pronouns are he, his, him. I identify as straight and cisgender.
It’s an evolving world, and where social change is concerned, businesses are on the ball.
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