This Honey Maid Ad is a Response to Hateful Comments
Rahul Kalvapalle — April 10, 2014 — Marketing
References: youtube & triplepundit
Honey Maid may be the ultimate old-fashioned brand of graham crackers, but recent Honey Maid ads have gone out of their way to promote the idea that delicious graham crackers are for families of all kinds, not just what's thought of as the "traditional" family.
The brand's most recent ad -- titled simply 'Love' -- is a response to disapproval of the last Honey Maid ad, 'This is Wholesome'. That ad aired in early March and was a celebration of non-traditional families involving gay couples, single parents and mixed-race parents.
The ad ignited a firestorm of disapproving and hateful messages on social media and other platforms, prompting Honey Maid to issue a response in the form of the 'Love' ad.
The ad shows a pair of artists rolling sheets of paper -- containing disapproving messages -- into tubes and arranging them to form the word 'Love'. Rolled up sheets of paper containing supportive messages - over ten times as many -- form the background.
This heartwarming Honey Maid ad is a perfect response to people who disagreed with the 'This is Wholesome' ad's message of love and inclusiveness.
The brand's most recent ad -- titled simply 'Love' -- is a response to disapproval of the last Honey Maid ad, 'This is Wholesome'. That ad aired in early March and was a celebration of non-traditional families involving gay couples, single parents and mixed-race parents.
The ad ignited a firestorm of disapproving and hateful messages on social media and other platforms, prompting Honey Maid to issue a response in the form of the 'Love' ad.
The ad shows a pair of artists rolling sheets of paper -- containing disapproving messages -- into tubes and arranging them to form the word 'Love'. Rolled up sheets of paper containing supportive messages - over ten times as many -- form the background.
This heartwarming Honey Maid ad is a perfect response to people who disagreed with the 'This is Wholesome' ad's message of love and inclusiveness.
Trend Themes
1. Inclusivity in Advertising - The trend of promoting messages of love and inclusiveness in response to hate and disapproval in advertising.
2. Supporting Non-traditional Families - The trend of showcasing diverse and non-traditional families in advertising to promote inclusivity and acceptance.
3. Engaging with Critics Through Response Ads - The trend of addressing criticism and hate by creating response ads that convey positive messages and values.
Industry Implications
1. Advertising - The advertising industry has an opportunity to disrupt traditional narratives and promote inclusivity through response ads that counter hate and disapproval.
2. Food and Snacks - The food and snacks industry can embrace the trend of supporting non-traditional families and inclusivity by featuring diverse families enjoying their products.
3. Social Media Platforms - Social media platforms have the opportunity to encourage and amplify positive messages by providing a space for response ads that combat hate and disapproval with love and inclusiveness.
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