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The document analyzes consumer reactions to a Cheerios advertisement featuring a multi-racial couple, arguing that the backlash was primarily driven by a small minority of racists. It highlights that the majority of viewers responded positively, and Cheerios successfully reinforced its commitment to diversity by airing another ad during the Super Bowl. The document concludes that Cheerios should continue to focus on its progressive consumer base rather than appeasing racist sentiments.

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4 views5 pages

Solution

The document analyzes consumer reactions to a Cheerios advertisement featuring a multi-racial couple, arguing that the backlash was primarily driven by a small minority of racists. It highlights that the majority of viewers responded positively, and Cheerios successfully reinforced its commitment to diversity by airing another ad during the Super Bowl. The document concludes that Cheerios should continue to focus on its progressive consumer base rather than appeasing racist sentiments.

Uploaded by

experttsolutions
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Running head: [Shortened Title up to 50 Characters] 1

[Title Here, up to 12 Words, on One to Two Lines]

[Author Name(s), First M. Last, Omit Titles and Degrees]

[Institutional Affiliation(s)]

Author Note

[Include any grant/funding information and a complete correspondence address.]


[Shortened Title up to 50 Characters] 2

[Title Here, up to 12 Words, on One to Two Lines]

1. Analyze the reaction of consumers to the Cheerios advertisement depicting a multi-

racial married couple. Should Cheerios have been more sensitive to this cultural issue? How does

public policy factor into this?

There is no longer a "public" policy that still champions the racist Jim Crow narrative that

explicitly outlawed or encouraged public scorn for mixed couples as this policy was ended with

the Civil Rights Movement. Therefore, Cheerios should have not needed to ascertain how their

multi-racial married couple would be perceived by the public as the majority of the public does

not openly advocate racism that overtly treats multi-racial couples or their children differently.

The question of whether Cheerios should have been more sensitive to this issue is "insulting" to

the company as well as to the general public. Cheerios took the appropriate action when racist

individuals who are a minority of the population chose to send hate mail to websites as well as

Cheerios because of the multi-racial couple and their children. The company doubled-down and

ran another commercial featuring a multi-racial couple during the biggest sporting event in

America, the Super Bowl. Any company that stands against racism and discrimination is being

sensitive to all races as a opposed to appeasing white racists who are upset that American

companies have led the way in racial progress by hiring diverse leaders and employees.

2. Explain a minimum of five cultural and social issues that affected the negative

responses to the Cheerios commercial.

The cultural and social issues that affected the negative responses are simply pure racism.

Other variables that enabled such a swift backlash by racist white Americans was the internet and

the anonymity associated with using the internet. The proliferation of the internet over the last 10

years has transformed how people interact with social media representing the primary meeting
[Shortened Title up to 50 Characters] 3

place for many people. Although there are many benefits with this approach, it does allow racist

individuals as well as "trolls" to infiltrate websites such as YouTube, which was where the bulk

of the racist and disgusting comments about the ad were made.

This phenomenon occurs with almost all videos posted on the website, but whenever

there are minorities who have traditionally been subjected to racism such as Blacks, it is

increased tenfold. This is especially true when the topic is Black men with white wives as

America has historically been a racist country that has attempted to denigrate Black males. The

positive variable that can be taken from the ad is that the overwhelming majority of people who

saw the ad responded positively to the ad while the racists only represented a small fraction of

people who were vehemently opposed to the ad.

3. Do you believe that the ultimate effect of this uprising is totally negative? Include your

rationale.

It was proven that the small minority of racists who wanted to cause a large backlash

against racial progress failed miserably. The ad was positively received by 90% of consumers

according to Cheerios, and it was so popular that the company chose to run another ad during the

biggest sporting event in America, which is also broadcast across the globe, the Super Bowl.

Therefore, it was a positive example of how most people are not racist, and this was what the ad

sought to celebrate. The vice president of marketing, Camille Gibson, stated that the ad sought to

celebrate the many diverse kinds of families that buy Cheerios' products, and the ad

accomplished this in a positive manner and fashion.

4. Recommend a strategy for Cheerios to implement now, taking into consideration the

consumer decision process.


[Shortened Title up to 50 Characters] 4

Cheerios' did implement a strategy, which was to double-down and create another

positive ad that included multi-racial couples for the Super Bowl in 2013. The company only

needs to focus on their progressive consumers as there is no need to focus on the racist

individuals who were vehemently opposed to what is right. Fortunately, Cheerios decided to put

its brand in a good spotlight by sticking to their ad and actually providing another ad that

displayed its dedication to all consumers who purchase their products. Therefore, the company

was able to appeal to the masses by highlighting racial progress that has occurred in a country

with a history of overt and sickening white racism. Despite the minor racist backlash, over 90%

of the response toward the commercial was positive, which allowed the company to be seen as a

beacon of light by many consumers.

This gained General Mills Inc. consumers as minority business owners and consumers

developed a greater appreciation for the company, which can be utilized by the company to

develop stronger ties and relationships with this community.


[Shortened Title up to 50 Characters] 5

References

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