Thursday, July 26th, 2012
Rainbow is the new pink. Literally.
I’m not against raising money and awareness for cancer, but for the past couple of years now, I feel like I’m one of the only people willing to point out the irony of buying junk food with a pink ribbon on the package.
Yes, some of the money goes to find a cure for cancer. But also, eating junk food doesn’t help prevent cancer. Quite the opposite.
Even if it’s pop culture heresy, I’m willing to say it: Pink sells. It’s a convenient marketing strategy that most people aren’t willing to criticize.
Turns out, selling cancer awareness with the color pink has inspired a new trend that’s starting to pop up: Gay-friendly ads.
They’re perfect because they create a lot of buzz among the exact demographic they are going after:
Eighteen to 34 year-olds; most of whom are Generation Y, a group of young adults who likes to be known for being open-minded and accepting.
But the percentage of those who are upset enough to actually not buy the product is evidently irrelevant in comparison to all those who will either deliberately or subconsciously prefer a brand or product because of a gay-friendly ad.
Somewhere between 1% and 3% of Americans are gay; about 4 million people. But that’s enough to culturally divide the rest of us over it.
Here’s where it gets tricky. It’s gotten to the point now where it’s clearly politically incorrect to not support gay marriage.
What does gay marriage have to do with chicken? Ask the people banning Chick-fil-A.
The funny thing is, I can’t find where Chick-fil-A’s President Dan Cathy actually even used the phrase “gay marriage” in an interview. (Will someone please link proof of it in a comment for me?)
Yet Chick-fil-A is apparently being banned by the Muppets and the mayor of Boston, Thomas Menino, over this.
I find it extremely ironic that people are banning Chick-fil-A in the name of accepting others when they are not accepting of those who do not endorse gay marriage.
At the same time, I’m cool with gay-friendly ads. Nor do I oppose gay marriage; as recognized by the State.
But let’s be honest about what this really is.
These gay-friendly ads are a marketing strategy. That’s why more brands are using them. And they are evidently working.
What can we expect in the future? More gay-friendly ads.
Especially advertising products to parents who do the shopping for food and clothing for the household.
Will you buy your kid Oreos because you saw their rainbow ad? Kraft thinks you will. Same thing with JC Penney.
I predict that it’s only a matter of time before we see a gay-friendly diaper ad. I give it until the end of the year.
Instead of a faux denim diaper, why not a rainbow diaper?
Update since original publishing…
Here are two links that give more background on what Mr. Cathy actually said: