As discussed earlier in the semester, companies such as Dove are solidifying their place in the market by implementing strategies that engage and empower consumers. Another organization that is employing the same tactics is Cheerios. Canada’s Multi-Grain Cheerios has recently taken up its own social cause—against dieting (Schultz, 2015). The campaign, which debuted on Monday, June 15, is sending a strong message to the media—that the leading cereal brand does not support “dietainment” (Martin, 2015, para. 5). This term created by Cheerios, a General Mills brand, is used to describe messages in the media that portray dieting as key to a fit body (Martin, 2015).
Working to reform the way young consumers and women in particular think about dieting, is not an easy task. To promote the cause, Multi-Grain Cheerios has generated several marketing communications—starting with a website that is dedicated to the campaign. The very first image found on the homepage is that of a young girl reading a celebrity magazine. The homepage also gives individuals the option to participate in the mission by signing an anti-dieting petition to end the promotion of dieting within the Canadian media (Multi-Grain Cheerios, 2015).
Multi-Grain cheerios has also teamed up with other organizations to perpetuate the powerful campaign (Multi-Grain Cheerios, 2015). The company’s marketing strategy is aligned with Coughter (2012) The Art of the Pitch. Throughout the book, Coughter (2012) reiterates the importance of cultivating an emotional connection with an audience or consumer base. From the testimonials of young girls on the website, it’s evident that the campaign is making an impression (Multi-Grain Cheerios, 2015). But, it’s interesting to consider just how much of an impact a social awareness campaign like this can have on reshaping consumer opinions and behavior.
To discover consumer sentiment toward the campaign, understanding attitudes toward the brand is a necessary first step. While long viewed as a household favorite for cereal lovers around the globe, Cheerios has been at the center of heavy criticism in the recent past. In response to the organization’s claims that the cereal is a healthy way to lower cholesterol, the FDA demanded Cheerios make marketing changes (Gilbert, 2009). According the Gilbert (2009) the FDA found the that brand’s marketing was highly exaggerated, and in violation with the Federal Food, Drug and Cosmetic Act.
However, the FDA’s plight did not register with the public, as consumers continued to support the brand (Gilbert, 2009). Additionally, Cheerios entered the critic’s spotlight again as activists pushed the organization to remove GMOs from the cereal (Horovitz, 2014). General Mills did remove the substances from the beloved Cheerios, yet interestingly sales did not increase (Brown, 2014).
It’s apparent that the brand has had flaws in the past, but overall Cheerios has remained an American favorite as it claimed the number one spot in 2014 with its Honey Nut selection (Culliney, 2014). But how popular is the Cheerios brand in Canada? In Canada the cereal is also a dominant name in the market, holding the top spot among brands (Krashinsky, 2014). Additionally, the name Cheerios has taken on new meaning in both the U.S. and Canada because of its recent emphasis on social responsibility and emotional connection.
Following the example set in America, Multi-Grain Cheerios in Canada initiated a marketing campaign in order to promote healthy living (Morioka, 2013). The advertising effort was named “Generation Healthy” and was the start of the push against dieting (Morioka, 2013). Cheerios in Canada also started another social campaign in 2014, which features advertisements meant to highlight the brands values (Krashinsky, 2014).
With more organizations realizing the value in social responsibility, there has been an increase in integrated marketing campaigns which seek to create a deep connection among consumers. Cheerios and its other brands like Multi-Grain Cheerios, have adopted this approach and have produced empowering advertisements. These marketing communications have helped differentiate General Mills and the Cheerios brand apart from competition, engaged consumers, and served as a means of educating the public on important social issues.
Discussion questions:
What other marketing strategies can Multi-Grain Cheerios use to promote its cause?
Do you think organizations today are capable of creating lasting cultural change through social campaign efforts?
References:
Brown, A. (2014, March 20). General Mills reports no sales boost for dropping GMOs in Cheerios. Retrieved from http://www.fooddive.com/news/general-mills-reports-no-sales-boost-for-dropping-gmos-in-cheerios/241361/
Culliney, K. (2014, August 27). Cereal chartbusters 2014: Americas top 10 best-selling brands. Retrieved from http://www.bakeryandsnacks.com/Markets/Top-10-best-selling-US-cereal-brands-2014-IRI-data
General Mills. (2015, June 15). Multi-Grain Cheerios: Let’s stop dietainment from reaching our goals. Retrieved from https://www.youtube.com/watch?v=cP8yLOEaZ5A
Gilbert, S. (2009, May 23). Cheerios not that good for you says FDA. Retrieved from http://www.fooddive.com/news/general-mills-reports-no-sales-boost-for-dropping-gmos-in-cheerios/241361/
Horovitz, B. (2014, January 2). Cheerios drops genetically modified ingredient. Retrieved from http://www.usatoday.com/story/money/business/2014/01/02/cheerios-gmos-cereals/4295739/
Krashinsky, S. (2014, October 1). General Mills serves up social values in new Cheerios campaign. Retrieved from http://www.theglobeandmail.com/report-on-business/industry-news/marketing/general-mills-serves-up-social-values-in-new-cheerios-campaign/article20884081/
Martin, R. (2015, June 16). Multi-Grain Cheerios tackles diet culture. Retrieved from http://www.canadiangrocer.com/top-stories/multi-grain-cheerios-tackles-diet-culture-54570
Morioka, L. (2013, December 2). Multi-Grain Cheerios in Canada promotes “Generation Healthy.“ Retrieved from http://blog.generalmills.com/2013/12/multi-grain-cheerios-in-canada-promotes-generation-healthy/
Multi-Grain Cheerios Canada. (2013, Septemeber 20).Generation healthy-girls. Retrieved from https://www.youtube.com/watch?v=y5Kk_V3A4bE
Schultz, E. J.(2015, June 17). Cheerios to girls: Don’t diet. Retrieved from http://adage.com/article/see-the-spot/cheerios-girls-diet/299095/
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