Inspired by "the Cheerios Effect" of two floating Cheerios attracting a third, a campaign of the same name was developed. Building off of this as a metaphor for bringing people closer together, this ad tells the story of André and Jonathan, including how they met, fell in love and started a family with the addition of their daughter, Raphaëlle.
Following in the footsteps of a commercial that featured an interracial family, the Cheerios Effect series tells stories from a diverse range of modern families and people, including same-sex couples, the bond between grandparents and children, as well as women who communicate through sign language. On the Cheerios Effect campaign site, the cereal brand is encouraging others to submit stories about those they feel a special connection to.
Heartwarming Dad Ads
The Cheerios Effect Campaign Captures Real Family Stories
Trend Themes
1. Inclusive Advertising - Businesses can prioritize diversity and feature more diverse representation in their advertisements, thereby showcasing their values and appealing to a wider demographic of consumers.
2. Authentic Storytelling - There is an opportunity to tell genuine, relatable stories that resonate with consumers on a deeper level and increase brand loyalty.
3. Crowdsourced Marketing - Encouraging user-generated content and audience participation can result in a more engaged audience and expand brand reach.
Industry Implications
1. Advertising - Businesses can implement diversity and inclusivity in their advertisements and appeal to a wider demographic of consumers.
2. Marketing - By prioritizing authenticity and encouraging user-generated content, businesses can build a more engaged audience and expand brand reach.
3. Food and Beverage - By showcasing the importance of family and community in their marketing campaigns, food and beverage companies can build a positive brand image and foster consumer loyalty.