04 Apr Advertising Gone RIGHT
Recently Honey Maid, a graham cracker brand, created an advertising campaign called “This is Wholesome.” The campaign aimed to celebrate all families, from all walks of life – all genders, all races, all backgrounds. It’s simply a beautiful message, regardless of your feelings or opinions. It’s ridiculous to think that in today’s world, marketers need to have a back-up communication plan for the inclusion of all people in their messages. Some brands seemingly go into full crisis communication mode to battle their critics.
It started with last year’s Cheerios Super Bowl ad, which featured an interracial family and received many hateful comments on the Cheerios YouTube channel. General Mills wasn’t prepared for the onslaught of negativity and first reacted by shutting down the comments before eventually embracing its own message. Cheerios came back to this year’s Super Bowl ready to continue what it started.
According to AdWeek, the Honey Maid campaign’s news release opens with stats on the number of U.S. single-parent families (20 million) and Hispanic families (11.6 million), along with the fact that one in 12 marriages are interracial. Honey Maid’s marketing director said in a statement: “We recognize change is happening every day, from the way in which a family looks today to how a family interacts to the way it is portrayed in media.”
Are brands really surprised by hateful reactions these days, or is it a clever ploy to use the negative comments to gain attention and engender more love and support for their products? Have brands realized that embracing equality is actually a good thing? Whatever the plan originally was, I think it’s wonderful more brands are adopting this “wholesome” message.