Kraft has continued to ignore our complaints. Other than a few obviously pre-fabricated responses about not being able to account for everyone's tastes, Kraft has stayed silent. They probably think that if they ignore us long enough we'll lose interest and go away, leaving them to perpetuate their damaging stereotypes in an attempt to sell more granola bars.
But we won't.
We're pushing back. If you agree that Kraft's MilkBite commercials (you can read an analysis of them here) are unacceptable in the way they portray multiracial people as inherently flawed, there are several ways you can fight back.
1. Sign the petition
2. Like our Facebook page: "Kraft MilkBite: Say NO to #TragicMel"
3. Tweet to @kraftfoods and voice your concerns using #TragicMel hashtag
4. Follow #TragicMel on Twitter for campaign updates
5. Share this campaign with your friends and family
We can make a difference! Need proof? Check out the way some other big companies have responded to consumer concerns about their marketing:
- Huggies changed their "Dad Challenge" campaign after customers pointed out how stereotypical their campaign was in portraying dads as incompetent.
- LEGO agreed to meet with SPARK about their future marketing strategies after more than 50,000 people pointed out the sexist stereotypes in their LEGO Friends marketing.
- JC Penney pulled their "I'm too pretty to do homework" shirt after customers complained online.
- Rush Limabaugh's comments about Sandra Fluke created an online backlash that left him with few advertisers.
This means that we have the power. We're the consumers. These companies depend on us to make their money; not the other way around. Tell Kraft that this campaign is unacceptable. Tell them that you're paying attention. Together, we can see a change.