Advertisers that embrace diversity - FOX 35 News Orlando

Advertisers that embrace diversity

Posted: Updated:
NEW YORK (MYFOXNY) -

A new commercial for Swiffer is just the latest to feature an interracial couple. And this particular ad also includes a man who lost part of his arm to cancer. A family like this used to be off-limits to advertisers who instead played it safe so they could avoid offending potential customers. But that's changing in a big way.

For nearly 90 years, Honey Maid has sold graham crackers. And for nearly 90 years, those of us eating Honey Maid's graham crackers have continuously updated our definition of what we find socially acceptable.

"It used to be that advertisers were reluctant to jump into controversial waters, but we've changed the whole culture and now advertisers need to get attention and they want to be associated with leading-edge causes," said Adam Hanft, a brand strategist. In that respect, Hanft sees Honey maid's latest ad showing two gay parents, an interracial couple, and a father with tattooed arms as the new industry norm.

"It's become pretty mainstream, so advertisers are jumping ahead a little bit but their risk of not being in the conversation is greater than making some people a little angry at you," he said.

Coca-Cola felt some of that anger following a Super Bowl ad to the tune of a multilingual rendition of "America the Beautiful."

Cheerios and Swiffer each elected to use interracial couples in two of their recent commercials.

Those to whom we spoke thought that was pretty great.

"I think it's true of the real estate business," one person told us. "I think it's true in the major consumer industries. I think it's true of most marketing you see these days."

Another said: "They're pushing the boundaries. I think that's very important."

And another said: "I applaud any time they market toward diversity. Because we live in a city where diversity's king."

And because of that, and because we asked people to state their opinions on television, no one on the street would tell us they wanted to see less diversity in advertising. The companies making these ads just hope the next generation of money-spenders can identify with the situations and relationships ad companies are now portraying.

"You need to bring in young consumers," Hanft said. "You need the customers of the future."

  • Your MoneyMore>>

  • Cooler inventor raises $7 million in two weeks

    Cooler inventor raises $7 million in two weeks

    Thursday, July 24 2014 11:24 AM EDT2014-07-24 15:24:47 GMT

    What is being described as the coolest cooler of the 21st century is getting a lot of backers via Kickstarter.  Ryan Grepper, an inventor from Portland, Oregon, says he was tired of regular coolers.

    What is being described as the coolest cooler of the 21st century is getting a lot of backers via Kickstarter.  Ryan Grepper, an inventor from Portland, Oregon, says he was tired of regular coolers.

  • Do mosquito-repellent apps really work?

    Do mosquito-repellent apps really work?

    Wednesday, July 23 2014 11:01 PM EDT2014-07-24 03:01:26 GMT
    What would you do if there was an app that repelled mosquitoes? Well, there are 2 free apps that claim they repel mosquitoes. The Android app from Prothoughts releases high-frequency sound that mosquitoes reportedly don't like. And you can select several frequencies up to 22 kilohertz.The iPhone app from Pico Brothers also claims to drive away mosquitoes. But this one says it cannot guarantee 100 percent success. We went to an expert to see if these types of apps really work.
    What would you do if there was an app that repelled mosquitoes? Well, there are 2 free apps that claim they repel mosquitoes. The Android app from Prothoughts releases high-frequency sound that mosquitoes reportedly don't like. And you can select several frequencies up to 22 kilohertz.The iPhone app from Pico Brothers also claims to drive away mosquitoes. But this one says it cannot guarantee 100 percent success. We went to an expert to see if these types of apps really work.
  • Latest wedding trends and tips

    Latest wedding trends and tips

    Wednesday, July 23 2014 10:35 PM EDT2014-07-24 02:35:07 GMT
    Summer is wedding season. Christal Young reports on some recent wedding trends. Kellee Khalil, the founder of a wedding search engine Lover.ly, gives her take on the trends and also shares some tips.
    Summer is wedding season. Christal Young reports on some recent wedding trends. Kellee Khalil, the founder of a wedding search engine Lover.ly, gives her take on the trends and also shares some tips.
Powered by WorldNow

35 Skyline Drive
Lake Mary, FL 32746

Phone: (407) 644-3535
News Tips: (866) 55-FOX35

Didn't find what you were looking for?
All content © Copyright 2000 - 2014 Fox Television Stations, Inc. and Worldnow. All Rights Reserved.
Privacy Policy | Terms of Service | Ad Choices