Product details

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Abstract

Americans had begun to replace full meals with nutritious snacking several times a day. Mondelez International’s brand, Honey Maid, a company famous for its graham crackers range, had been constantly rendering its crackers as a 'wholesome' foodstuff. Using real family stories, the company came up with the concept 'This is Wholesome', followed by bold ad campaigns, showing gay couples portraying a 'wholesome' family, on social media platform YouTube. The 'wholesome' advertising campaign spurred the very controversy one might expect. The ad did not go well with anti-gay groups and consumers, and was backlashed for its boldness reflecting the changing nature of America's demographics in their advertising. However, the company followed a non-traditional approach and took the bull by the horns by responding to negative comments in a creative, forward-thinking way, which was well-received by the audience. Amidst the uproar, few analysts sounded sceptical about Honey Maid's approach and pondered whether the risks taken by the brand were driven by necessity or out of passion and forward thinking.
Location:
Industry:
Other setting(s):
2016

About

Abstract

Americans had begun to replace full meals with nutritious snacking several times a day. Mondelez International’s brand, Honey Maid, a company famous for its graham crackers range, had been constantly rendering its crackers as a 'wholesome' foodstuff. Using real family stories, the company came up with the concept 'This is Wholesome', followed by bold ad campaigns, showing gay couples portraying a 'wholesome' family, on social media platform YouTube. The 'wholesome' advertising campaign spurred the very controversy one might expect. The ad did not go well with anti-gay groups and consumers, and was backlashed for its boldness reflecting the changing nature of America's demographics in their advertising. However, the company followed a non-traditional approach and took the bull by the horns by responding to negative comments in a creative, forward-thinking way, which was well-received by the audience. Amidst the uproar, few analysts sounded sceptical about Honey Maid's approach and pondered whether the risks taken by the brand were driven by necessity or out of passion and forward thinking.

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Location:
Industry:
Other setting(s):
2016

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