{"id":31547,"date":"2013-06-06T19:46:31","date_gmt":"2013-06-06T19:46:31","guid":{"rendered":"http:\/\/www.mixedracestudies.org\/wordpress\/?p=31547"},"modified":"2013-06-06T19:46:31","modified_gmt":"2013-06-06T19:46:31","slug":"cheerios-stands-by-tv-ad-showing-mixed-race-family","status":"publish","type":"post","link":"https:\/\/mixedracestudies.org\/wp\/?p=31547","title":{"rendered":"Cheerios stands by TV ad showing mixed-race family"},"content":{"rendered":"<p><strong><em><a href=\"http:\/\/bigstory.ap.org\/article\/cheerios-stands-tv-ad-showing-mixed-race-family\" target=\"_blank\">Cheerios stands by TV ad showing mixed-race family<\/a><\/em><\/strong><\/p>\n<p><a href=\"http:\/\/www.ap.org\" target=\"_blank\">Associated Press<\/a><br \/>\n2013-06-05<\/p>\n<p><strong><a href=\"https:\/\/twitter.com\/litalie\" target=\"_blank\">Leanne Italie<\/a><\/strong>, Entertainment and Lifestyles Writer<\/p>\n<p>NEW YORK (AP) \u2014 A mom sits at her kitchen table when her grade schooler saunters up with a big box of <a href=\"http:\/\/en.wikipedia.org\/wiki\/Cheerios\" target=\"_blank\">Cheerios<\/a>.<\/p>\n<p>&#8220;Mom,&#8221; says the girl. &#8220;Dad told me Cheerios is good for your heart. Is that true?&#8221;<\/p>\n<p>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.<\/p>\n<p>The message is in line with the company&#8217;s Heart Healthy campaign, except this <a href=\"http:\/\/www.youtube.com\/watch?v=kYofm5d5Xdw&amp;feature=player_embedded\" target=\"_blank\">30-second ad features a black dad, white mom and biracial child<\/a> and produced enough vitriol on YouTube last week that Cheerios requested the comments section be turned off.<\/p>\n<p>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.<\/p>\n<p>&#8220;The reality is that in general most big companies don&#8217;t want to take a lot of risks,&#8221; said <a href=\"http:\/\/en.wikipedia.org\/wiki\/Laura_Ries\" target=\"_blank\">Laura Ries<\/a>, who has written five books on marketing and brand strategy and consults for companies large, small and in between.<\/p>\n<p>&#8220;The ability for nameless, faceless people to get on the Internet is out there, and companies don&#8217;t like it when people yell at them,&#8221; she said.<\/p>\n<p>Camille Gibson, vice president of marketing for Cheerios, said it&#8217;s the first time the ad campaign that focuses on family moments has featured an interracial couple, with <a href=\"http:\/\/en.wikipedia.org\/wiki\/General_Mills\" target=\"_blank\">General Mills Inc.<\/a> casting the actors to reflect the changing U.S. population.<\/p>\n<p>&#8220;We felt like we were reflecting an American family,&#8221; Gibson said&#8230;<\/p>\n<p>Read the entire article <a href=\"http:\/\/bigstory.ap.org\/article\/cheerios-stands-tv-ad-showing-mixed-race-family\" target=\"_blank\">here<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Cheerios stands by TV ad showing mixed-race family Associated Press 2013-06-05 Leanne Italie, Entertainment and Lifestyles Writer NEW YORK (AP) \u2014 A mom sits at her kitchen table when her grade schooler saunters up with a big box of Cheerios. &#8220;Mom,&#8221; says the girl. &#8220;Dad told me Cheerios is good for your heart. Is that [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12,8413,8,394,20],"tags":[2822,14871,14814,14861,14870,14872],"class_list":["post-31547","post","type-post","status-publish","format-standard","hentry","category-articles","category-communications","category-media-archive","category-socialscience","category-usa","tag-associated-press","tag-camille-gibson","tag-cheerios","tag-general-mills","tag-laura-ries","tag-leanne-italie"],"_links":{"self":[{"href":"https:\/\/mixedracestudies.org\/wp\/index.php?rest_route=\/wp\/v2\/posts\/31547","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/mixedracestudies.org\/wp\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mixedracestudies.org\/wp\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/mixedracestudies.org\/wp\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/mixedracestudies.org\/wp\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=31547"}],"version-history":[{"count":0,"href":"https:\/\/mixedracestudies.org\/wp\/index.php?rest_route=\/wp\/v2\/posts\/31547\/revisions"}],"wp:attachment":[{"href":"https:\/\/mixedracestudies.org\/wp\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=31547"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mixedracestudies.org\/wp\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=31547"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mixedracestudies.org\/wp\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=31547"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}