[VIDEO] New Cheerios Effect Ad Campaign Celebrates Family Bonds of All Kinds
Last year Cheerios unwittingly divided a nation with a sweet little commercial about a family that happens to be biracial – there were a lot of internet commenters willing to come out of the woodwork in the year 2014 and declare themselves totally not okay with the idea of this family appearing on their TV. General Mills could have backed down and quietly pulled the commercial to avoid offending any potential consumers. But instead they doubled down on their faith in their consumer base, putting their fictional family front and center in a sequel ad in the middle of this year’s Superbowl. It solidified Cheerios as a champion of families of all shapes and sizes, and the brand hasn’t looked back since.
This week Cheerios has launched a new ad spot for its “Cheerios Effect” campaign, based on an actual physics term to describe the way that small floating objects gravitate toward each other due to surface tension and buoyancy properties. The effect is named for the way that Cheerios floating in a bowl of milk will find and cling to each other in a clump.
Cheerios’ new “Cheerios Effect” ad campaign, conceived by Canadian ad agency Cossette Toronto, uses that concept as a metaphor for people who are drawn together to form families. Its first ad in the campaign features Canadian couple André and Jonathan describing first how they were drawn to each other, and then how they came to adopt their young daughter Raphaëlle to form their family as it is today.
Further ads in the campaign highlight a couple drawn together by music, another couple drawn together in spite of language barriers, a woman’s bond with her rescue dog, and true friendship between cousins.
Each one further cements the Cheerios brand in a viewpoint of positivity and love (and breakfast), and positions it as the leading breakfast cereal for families however they are drawn together. Check them all out here.
[SOURCE: Ad Week]
Jim Donald appointed the CEO of Albertsons
Donald, who previously worked as the company...
The Idaho-based grocery chain, Albertsons, has appointed Jim Donald as its new Chief Executive Officer.
Donald, who previously worked as the company’s President and Chief Operating Officer, will keep his presidential role.
The new CEO will replace Bob Miller, who will continue in his position as Chairman of the Board.
“Jim Donald has built an exceptional career in retail,” remarked Bob Miller.
“His knowledge of our company and industry is unmatched, and I know his contributions will be invaluable as we enter the next chapter of Albertsons Companies.”
“We look forward to tapping his experience in leading large consumer brands as we work every day to meet our customers’ needs, both in-store and online.”
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In his career, Donald has held positions such as the CEO of Starbucks and the CEO of Pathmark Stores.
The newly-appoint CEO also worked for Albertsons for 15 years, starting 1976, becoming the Vice President of Operations in Arizona.
“Albertsons Companies is uniquely positioned to operate in both a 'four walls' traditional environment and the 'no walls' world of technology,” stated Jim Donald.
“We serve 34 million customers each week across our 2,300-plus stores and serve 5.5 million patients in our 1,700-plus pharmacies.”
“That's a significant food, health and wellness footprint. We're well positioned to serve the evolving needs of today's customer, wherever and whenever they choose to shop with us.”
“I am looking forward to leading this dynamic company as we focus on innovation and customer-centric retailing in all its forms.”