{"id":43329,"date":"2015-10-19T18:14:02","date_gmt":"2015-10-19T18:14:02","guid":{"rendered":"http:\/\/www.mixedracestudies.org\/?p=43329"},"modified":"2015-10-19T20:00:28","modified_gmt":"2015-10-19T20:00:28","slug":"tired-of-tradition-honey-maids-marketing-chief-chose-to-put-the-spotlight-on-modern-families","status":"publish","type":"post","link":"https:\/\/mixedracestudies.org\/wp\/?p=43329","title":{"rendered":"Tired of Tradition, Honey Maid’s Marketing Chief Chose to Put the Spotlight on Modern Families"},"content":{"rendered":"

Tired of Tradition, Honey Maid’s Marketing Chief Chose to Put the Spotlight on Modern Families<\/a><\/strong><\/em><\/p>\n

Adweek<\/a>
\n2015-10-18<\/p>\n

T.L. Stanley<\/a><\/strong><\/p>\n

\"\"<\/a>
\nGary Osifchin, Honey Maid portfolio lead, Mondelez<\/strong> Photo: Sasha Maslov<\/a><\/em><\/small><\/p>\n

Adweek’s 2015 Brand Genius winner for CPG\/food<\/em><\/p>\n

It always seemed strange to Gary Osifchin<\/a> that the characters in traditional advertising were so, well, traditional. “There was the Caucasian female lead, with the French manicure,” Osifchin says, “or the black guy in a secondary role only.”<\/p>\n

TV spots had been this way for years, but Osifchin recognized a problem with it. “How,” he asks, “can consumers connect with [your brand] if that’s all you’re showing?”<\/p>\n

That nagging question led Honey Maid<\/a> and its agency Droga5<\/a> to break with decades of standard practice. In 2014, packaged foods giant Mondel\u0113z<\/a> sought to overhaul Honey Maid, a household name and a staple in American pantries. Getting consumers to take a fresh look at a 90-year-old brand of graham crackers would require a truly different approach.<\/p>\n

So, it went in search of 21st century families<\/a>\u2014gay, single-parent, mixed-race and immigrant, for example. There were no actors, just regular people shot in a documentary-style for TV spots<\/a>, digital shorts and other content under the tagline “This is wholesome<\/a>.”…<\/p>\n

Read the entire article here<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

Tired of Tradition, Honey Maid’s Marketing Chief Chose to Put the Spotlight on Modern Families Adweek 2015-10-18 T.L. Stanley Gary Osifchin, Honey Maid portfolio lead, Mondelez Photo: Sasha Maslov Adweek’s 2015 Brand Genius winner for CPG\/food It always seemed strange to Gary Osifchin that the characters in traditional advertising were so, well, traditional. “There was […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12,8413,8,20],"tags":[21460,21461,17078,21462,21470,21459],"class_list":["post-43329","post","type-post","status-publish","format-standard","hentry","category-articles","category-communications","category-media-archive","category-usa","tag-adweek","tag-gary-osifchin","tag-honey-maid","tag-mondelez","tag-mondelez-international","tag-t-l-stanley"],"_links":{"self":[{"href":"https:\/\/mixedracestudies.org\/wp\/index.php?rest_route=\/wp\/v2\/posts\/43329","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=43329"}],"version-history":[{"count":4,"href":"https:\/\/mixedracestudies.org\/wp\/index.php?rest_route=\/wp\/v2\/posts\/43329\/revisions"}],"predecessor-version":[{"id":43337,"href":"https:\/\/mixedracestudies.org\/wp\/index.php?rest_route=\/wp\/v2\/posts\/43329\/revisions\/43337"}],"wp:attachment":[{"href":"https:\/\/mixedracestudies.org\/wp\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=43329"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mixedracestudies.org\/wp\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=43329"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mixedracestudies.org\/wp\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=43329"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}