Cheerios Campaign Analysis Essay

Title: Analysis of a Controversial Cheerios Campaign: Goal, Success, Shortcomings, Virality, Integrated Marketing Communication Strategies, and Replication

Introduction

Marketing campaigns play a key role in promoting brands and products, aiming to engage consumers and achieve specific goals. This paper examines a controversial campaign launched by Cheerios, a popular cereal brand in June of 2013. The campaign under inspection is analyzed with respect to its goal, success, shortcomings, virality, utilization of integrated marketing communication (IMC) strategies, and the company's ability to replicate its success in later campaigns.

I. Goal of the Campaign

The primary goal of the Cheerios campaign was to regenerate brand awareness, increase

First, the campaign generated significant media attention and sparked conversations, achieving high brand visibility. The controversial nature of the campaign, centered around interracial families, helped the brand to stand out and differentiate itself in a competitive market.

Secondly, the campaign successfully resonated with a broad range of consumers, particularly those who valued diversity and inclusivity. By featuring an interracial family, Cheerios aimed to connect with diverse households and showcase itself as a brand that embraces and represents modern families.

Thirdly, the campaign had a positive impact on sales and brand perception. Despite initial backlash from a minority of consumers, the majority responded positively to the inclusive messaging, resulting in increased brand affinity and improved market position.

III. Shortcomings of the Campaign,

While the Cheerios campaign achieved overall success, it did have some flaws. The primary shortcoming was the negative backlash the brand faced due to the controversial nature of the advertisement. The inclusion of an interracial family sparked a small but vocal segment of the population to express their disappointment. fixed disappointment and disapproval resulted in negative publicity and boycott threats. However, it is important to note that the campaign also garnered a significant amount of support and praise, highlighting a shift in societal

In the Cheerios campaign, integrated marketing communication strategies were commissioned effectively.

The campaign utilized multiple channels to broadcast its message, including television commercials, online videos, social media platforms, and public relations efforts. By including a mix of traditional and digital media, Cheerios expanded its reach and engaged with consumers across different platforms.

The continue the topic of IMC strategies, the brand consistently delivered its message of inclusivity and family values through all communication channels. The messaging remained consistent, allowing the campaign to create an organized brand image and effectively connect with its target audience.

VI. Replication of Success in Subsequent Campaigns

Following the success of the controversial campaign, Cheerios attempted to replicate its achievements in subsequent campaigns. However, achieving the same level of impact and virality is often challenging, as continuous campaigns must meet changing consumer expectations and compete in an evolving marketing