Advertising That Educates Consumers, “Cheerios” Advertising

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Case 1 : Advertising that educates consumers

“Cheerios” advertising

“Cheerios” is one of the breakfast cereals which has many variations targeting different age groups from children to adults. “Cheerios” was very popular among children for a long time so as now but with changes in consumer’s preferences “Cheerios” performed cereal that works for adults.

Nowadays population is very conscious about health and healthy life styles and, of course, “Cheerios” is not an exclusion from the companies, which repositioned their products as healthy ones. High cholesterol problem is known and wide discussed for the last 10 years or so and many different drugs appeared that use to low cholesterol level. Except special drugs the soluble fiber in oats does help to lower blood cholesterol and, as such, reduce the risk of heart disease.  Soluble fiber reduces cholesterol absorption in the gastrointestinal track and signals the liver to produce less cholesterol as well.  Soluble fiber is found in foods like oatmeal, oat bran, barley, dried beans and peas, apples, strawberries, and other fruit. “General Mills” used this fact in their advertising campaign of “Cheerios” cereal.

“Cheerios” advertising http://www.youtube.com/watch?v=xPy94qd_U4k targets adults who familiar with high cholesterol problem and those who want to stay with theirs families as long as possible, and I would like to say that this advertising works good. It educates consumers that high cholesterol problem exists and there is a way to resolve it.

The message of the advertising is “Want to live longer and healthier not having high cholesterol problem – eat “Cheerios”, the one and only”.

We can see a grandfather and his grandson talking about grandfather cholesterol problem. Grandfather says that eating “Cheerios” he prepares to pass the cholesterol test, that very important for him. This place in the advertising is discovering the cholesterol problem...