Oreo is widely known to be one of the most successful brands on Facebook, but tonight the brand proved it could be one of the boldest, too. Around 8 p.m. Eastern, Oreo posted a gay-pride-themed picture featuring a six-layer cookie colored like a rainbow, with “June 25” and the word “Pride.” The caption said “Proudly support love!” (The significance of the date is unclear, at least to me. San Francisco’s famous Gay Pride Parade was the 24th, as was the one-year anniversary of New York’s Marriage Equality Act.) The response among Oreo’s 26.9 million fans has been fiercely divided, with many commenting that they planned to stop purchasing Oreos. “I'm never eating Oreos again. This is just disgusting,” one commenter said. “Unliking page and the rest of the ‘kraft’ family products... i will not support a company with these views,” wrote another. But the post also drew a massive amount of support in the form of 14,800 shares and 87,000 Likes as of this writing. “I didn't think it was possible for me to love oreo's more than I already did!!” said one supportive fan. While there’s likely to be plenty of fallout for Oreo over this simple photo post, at least the brand has shown it’s not afraid to tackle a thornier issue than “Do you ever think of Oreo cookies when drinking milk?”