Major Brands Begin Renaming the “Traditional” Family
During the 2014 Winter Olympics in February, Cheerios wowed the country with their thirty-second commercial spot featuring an interracial couple. While the intention for the spot might have only been meant to sell more of their cereal product, it quickly became a national statement to viewers across the country. There were several opinions in reaction to the spot – ranging from positive and applaud-worthy, all the way to disgraced and hateful.
While not all audiences have accepted this movement with positive reinforcement, this has not halted more and more brands from taking large bounds in alternative talent within their advertisements. Customarily, commercial spots, print ads, and digital videos have featured the typical mother-father-child-dog family type. Today, many major brands across the world are transforming the “traditional” family. The “family” now ranges in every norm we knew before, including interracial couples, homosexual couples, single parents, children raised by grandparents, etc.
Companies such as Honey Maid’s “wholesome” movement and Chevrolet’s “Find New Roads” are forming entire campaigns around the untraditional family. Other brands such as Coca-Cola, Swiffer, Gap Inc., and General Mills are also taking major steps in leading the initiative.
Marketing experts are attributing this transformation to our country’s shift in a more liberal and accepting direction. This way of thinking outside the standard is opening up new conversation and new opportunities. This change, which is featured in the ads, have the potential to widen target audiences and gain more business for the groups taking the initiative.
While more and more brands are starting to take steps in this direction, the process will still be slow to take full acceptance. The integration is becoming a great new way for brands to explore expanding their audience in and outside of their advertisements.