Mixed Race Studies

Cheerios stands by TV ad showing mixed-race family

Associated Press
2013-06-05

Leanne Italie, Entertainment and Lifestyles Writer

NEW YORK (AP) — A mom sits at her kitchen table when her grade schooler saunters up with a big box of Cheerios.

“Mom,” says the girl. “Dad told me Cheerios is good for your heart. Is that true?”

Cut to dad waking from a nap on the living room couch with a pile of Cheerios on his chest (where his heart is) crunchily cascading to the floor.

The message is in line with the company’s Heart Healthy campaign, except this 30-second ad features a black dad, white mom and biracial child and produced enough vitriol on YouTube last week that Cheerios requested the comments section be turned off.

This week, the company is standing by the fictitious family, which reflects a black-white racial mix uncommon in commercials today, especially in ads on TV, at a time when interracial and interethnic couples are on the rise in real life, according to 2010 U.S. Census data, brand strategists and marketing consultants.

“The reality is that in general most big companies don’t want to take a lot of risks,” said Laura Ries, who has written five books on marketing and brand strategy and consults for companies large, small and in between.

“The ability for nameless, faceless people to get on the Internet is out there, and companies don’t like it when people yell at them,” she said.

Camille Gibson, vice president of marketing for Cheerios, said it’s the first time the ad campaign that focuses on family moments has featured an interracial couple, with General Mills Inc. casting the actors to reflect the changing U.S. population.

“We felt like we were reflecting an American family,” Gibson said…

Read the entire article here.

Backlash greets Cheerios ad with interracial family

The Washington Post
2013-05-31

Mary C. Curtis

Here we go again, with more proof, if anyone needed it, that the post-racial American society some hoped the election of an African American president signified is far from here.

Who would have thought that breakfast cereal would trigger the latest racial battle line? In this case, a Cheerios ad much like every other homespun Cheerios ad — with a heart healthy message and loving family – ran into trouble from some commenters because of the kind of family it featured. Mom is white, dad is black and their cute little daughter is a mix of the both of them.

That’s it.

Cheerios had to disable comments on YouTube – I’m not going to repeat them but you can imagine the general witless racism with stereotypes about minorities and warnings of race-mixing as the end of civilization.

I didn’t take any of it personally, though my family’s morning breakfast ritual – black mom, white dad, son who is a mix of both of us – looks a lot like the ad if you subtract the general cheeriness before we get that first cup of coffee down…

Read the entire article here.

This Is The Mixed-Race Cheerios Ad All The Idiots Are Complaining About

Business Insider
Advertising
2013-05-30

Judith Grey

A new commercial for Cheerios featuring a mixed-race family has become a target for idiots on the internet.

The anodyne spot features a Caucasian mother, an African-American father and their biracial daughter, but contains no overt messaging, politically correct or otherwise (except that Cheerios are good for you).

Nonetheless, Adweek noted the spot had been propelled onto the front page of Reddit, where it received a plethora of racists remarks. Concreteloop.com noted a YouTube commentator who allegedly called the spot an “abomination.”…

Read the entire article here.