If you remember, back in 2013 Cheerios released a television advertisement wherein an adorable daughter talks to her mom about how dad said Cheerios are good for his heart. The spot the shows her pouring Cheerios on his chest (get it, where his heart is!) in a cute aside, showing a happy all American family while reminding people the brand is a healthy alternative to sugary cereals. Seemingly benign, this commercial sparked national debate, not to mention hours of coverage on the Today Show, Good Morning America, CNN and FOX News, among others. Of course, it also resulted in a record number of hits to the Cheerios website and social media outlets.
Why – you ask?
Because mom was white and dad was African American.
Three years ago, Cheerios made a simple statement about today’s American family without saying a word. Now they are making yet another statement through an image – or lack thereof.
In an effort to shine light on the dangerously declining bee population, Honey Nut @Cheerios boxes in #Canada are noticeably missing iconic spokesperson @buzzthebee. Why?
His image is replaced with an outline where he should be, and a call to action (and convenient website) for patrons to help #BringBacktheBees.
The website, by the way, is just as clever using Ted Talks videos to further educate visitors, bee-focused fast facts, interactive contests and even offers a measurable goal: for Canadians to plant 35 million wildflowers – one for every citizen in Canada – to help the bees. (They are already to nearly 27 million, by the way).
Being in communications, we certainly love to write words. But sometimes pictures really are worth a thousand of them.
When I didn’t see Buzz, I visited the website within 30 seconds to see what was going on – and I am not even Canadian!
Now let’s help #bringbackthebees!