diets · eating · family

Multi-Grain Cheerios talks to women about dieting

While I was away working on the book with Tracy, I occasionally turned on the television in my room. It’s a bit of a novelty. I don’t have one at home.

I have a flat box with a screen in my house you see, but it’s not set up to get TV, hasn’t been since the kids were little and we set ourselves free. (I’m an abstainer, not a moderator, by temperament. See Moderation Versus All or Nothing.) We do watch DVDs and Netflix but I never really see ads except when traveling.

And while watching I saw an ad that surprised me. It was by Cheerios and it featured happy little girls and the last line, that’s what caught my ear, was “Because she will never diet.” I kept waiting for the other shoe to drop, but no. It was just fine.

Multi-Grain Cheerios talks to women about dieting (Marketing Mag)

“In an effort to create a dialogue with diet-fatigued women, General Mills Canada has launched a multimedia campaign for its cereal brand that it hopes will encourage women share their experiences and feelings about dieting via an online hub.

The ultimate objective, according to General Mills Canada vice-president of marketing Dale Storey , is for the brand will help foster a “movement” that believes “healthy, balanced living is a much more effective way to managing one’s weight and health than the yo-yo of deprivation dieting.”

A national TV commercial kicked off the effort last week. The 30-second spot, developed by Cossette – General Mills’ creative agency – shows young girls having fun and fusing those scenes with copy that uses dieting terms. For example, “She will never stress over yo-yoing.” The last line of the spot is “Because she will never diet.”

The awareness campaign is meant to make adults more mindful of their impact on young girls’ perceptions of dieting.

“We want this generation of women to be the last to diet,” said Jason Doolan, General Mills director of marketing, cereal, in a release.

To help further spread the word, Multi-Grain Cheerios has partnered with Big Brothers Big Sisters to back its Go Girls! mentoring program, which educates girls 12-14 about living healthy and is one of the organization’s fastest-growing mentoring programs.”

Here’s the Cheerio’s Go Girls website. I think it’s pretty well done. What do you think? And I’m curious, as someone who doesn’t watch regular TV with ads, if this is playing in the US.