The image sees the famous biscuit stuffed with rainbow-coloured filling, with the date June 25 and the word “Pride”. It was also posted on the Oreo Cookie Twitter feed, with the strap: "Celebrate your pride for love!"
Among the hundreds of positive retweets and favourites, came a single "unfollow".
The response to the ad among the Facebook page’s 26.9 million fans meanwhile, has been fiercely divided, with thousands of shares and "likes"... and a wave of apparent dislike.
Scroll down for a gallery of Oreo tributes posted by ardent cookie fans
One commenter wrote: "I'm never eating Oreos again. This is just disgusting", while another noted: "Unliking page and the rest of the 'kraft' family products... I will not support a company with these views".
However the family-oriented firm - which also peddles the slogan "celebrate the kid inside" - is also very much feeling the love, with one backer posting: "Oreos, keep supporting what you want to. Don't let religious nuts stop you from making this world better. You have a lot more respect from me."
A Kraft spokesman told Huffington Post UK: "In recognition of Pride Month, Oreo created an ad depicting the rainbow flag with different colors of Oreo crème. We are excited to illustrate what is making history today in a fun and playful way.
"As a company, Kraft Foods has a proud history of celebrating diversity and inclusiveness. We feel the Oreo ad is a fun reflection of our values."
What do you think of the image?
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It comes after an earlier brush with controversy for parent firm Kraft, after an Oreo advert in South Korea emerged, featuring a baby breastfeeding with the mother's nipple partially exposed. Alongside the ad is another Oreo slogan: "Milk's favorite cookie."
The image went viral, with an accompanying backlash associated with the taboos that still surround public breastfeeding and accusations the firm had gone "too far".
A Kraft Foods representative told Huff Post Food the ad had been created by ad agency Cheil Worldwide, for a one-time use at at an advertising forum and had not been intended for public distribution or use with consumers.