Cheerios Ad Featuring Mixed-Race Family And Biracial Child Brings Out The Racists

3 Jun

A new commercial for Cheerios featuring a mixed-race family has become a target for racists on the internet – from YouTube to Facebook to Reddit.  The advertisement features a Caucasian mother, an African-American father and their biracial daughter, and contains no overt messaging, politically correct or otherwise, except that Cheerios are good for you.  The negative comments posted were reportedly becoming so outrageous that the commenting system has been disabled on the advertisement’s YouTube page.  According to CNN reports, there were over thirteen thousand negative comments compared to about six thousand positive comments. However the Huffington Post reported there were more than 1,600 likes compared to over 500 dislikes as of Thursday evening.

So why the huge uproar over this ad promoting the heart-healthy benefits of Cheerios?  This is another example of how the often anonymous environment of the Internet can bring out the worst in people.

Despite the fact that interracial couples and multiracial children continue to increase in the population of America, advertising agencies and the corporate sector are still cautious about featuring this demographic in their advertisements.  However, Camille Gibson, Vice President of Marketing for Cheerios, in a statement issued to The Gawker said “Consumers have responded positively to our new Cheerios Ad.  At Cheerios, we know there are many kinds of families and we celebrate them all.”
I commend General Mills, the manufacturer of the Cheerios brand, for their commercial which acknowledges diversity.  Hopefully the uproar over the Cheerios advertisement won’t discourage other companies from embracing the changing demographics of not just America, but the world.
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Francisca Jordan is an accomplished communications strategist and advisor with over (24) years experience in Corporate Communications, Marketing, Sales and Customer Service.  Ms Jordan has assisted several large and small-to-medium enterprises (SMEs) in both the public and private sector by providing winning strategies that transform business, drive sales, engage customers, employees, and other stakeholders and increase brand value. 

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2 Responses to “Cheerios Ad Featuring Mixed-Race Family And Biracial Child Brings Out The Racists”

  1. Anonymous June 4, 2013 at 4:58 pm #

    Great ad! More of this needed in the media lndscape. We have a saying in Trinidad, “let jackasses bray”

  2. Red Engine Online eMarketing Solutions June 6, 2013 at 10:14 am #

    Agree! More commercials like this are needed.

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