There is a new guy in the world of ‘brand ambassadors’ in advertising. He is a quirky little character named Mel, who suffers from an identity crisis, for he does not know whether he is milk or granola. To put it in short, Kraft has launched a new product ‘MilkBites’, which is actually granola bites baked in milk. It’s supposed to be for people who don’t have time for breakfast. But this MilkBite needs to be stored in a refrigerator, so it’s a ‘pre-made, refrigerated cereal’. It’s a complicated product, which required a different positioning; for here is a cereal, which has to be picked up from a refrigerator in a departmental store! So Kraft decided to use this strange positioning to its advantage and came up with the character Mel, who battles with low self-esteem and deals with identity issues (something we too battle with often!). The character Mel is turning out to be an interesting fellow as you get to know him better through various advertisements; where he tells the story of his confused life, and in the process, also tells us how he is to be consumed.
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ReplyDeleteThe entire "Tragic Mel" marketing campaign for this
product is so racist and offensive on so many levels
(For example -- the reinforcing of the false and racist
stereotype of ''The Tragic Mulatto'; the reinforcing of
the stereotype of “the closeted-racist White person”
who chooses to 'Fetish-ize’ and / or ‘Objectify’ either
Interracial-Relationships, Mixed-Race / Multiracial
people or People-Of-Color, in general – and worse
yet, expects them to “enjoy it”; etc.) – that one is
led to wonder “What on earth was the marketing
department thinking when they approved of then
created this unnerving and offensive nonsense?”!
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By the way – listed below, please find links that were
created in HONOR of interracial relationships and of
mixed-race / multiracial people and groups. =D
http://groups.yahoo.com/group/Generation-Mixed/message/4162
https://www.facebook.com/allpeople.gifts/posts/452738141409383
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ReplyDelete