Switch to Desktop Site

Cheerios mixed-race ad to stay, company not deterred by hate

A new ad for Cheerios, featuring a mixed-race family and biracial daughter, caused YouTube commenters to flood the commercial's page with bigotry. But Cheerios won't be taking down the ad, the company says. 


Cheerios is standing by the fictitious biracial family featured in their latest commercial that has produced enough vitriol on YouTube that Cheerios requested the comments section be turned off. Here, boxes of Cheerios are shown in a store in Akron, N.Y., 2011.


About these ads

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.


Page 1 of 4