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Frosted Mini-Wheats - Pink Frosting

Company: Kellogg Co.
    View Company Scorecard | Contact Company
Brand: Frosted Mini-Wheats
Ad Title: Pink Frosting
Business Category: Packaged Foods
Media Outlets: Television
Country: United States
Region: North America
Agency: unknown
Year: 2007
Target: Mainstream
Ad Spotter: Jeffery Dennis
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The camera pans across a classroom showing students taking a test before focusing on two students in the front row. On the shoulder of one student is a white frosted mini-wheat; the mini-wheat on the other student's shoulder has pink frosting.

The white mini-wheat turns to the pink and says, "Hey cutie. What's a nice girl like you doing in a class like this?" The pink mini-wheat then turns around, offended, and says "Huh? You talking to me?" in a male voice. The white mini-wheat is appalled that he's accidentally hit on a male and says, "I guess I saw the pink icing there and just assumed..." The pink mini-wheat then explains, "I'm just strawberry, I didn't pick out the uniform."

The ad ran heavily in January 2007, appearing during such prime-time shows as "The Apprentice."

Though it may be humorous to some, the ad receives a negative rating for the horrified reactions of both mini-wheats at hitting on/being hit on by a member of the same sex. The strawberry mini-wheat is also ashamed at its pink "uniform," leading to the connotation that pink is a feminine color and "real" men (gay or straight) don't wear it voluntarily.

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Marc , Washington, DC
I only liked this commercial but since there are no "liked it" or "disliked it" options, I gave it an "indifferent" rating. It's sort of cute and I wouldn't say the white mini wheat looks "appalled" as much as he looks surprised.

Cam , Washington, DC
I think you guys are trying too hard with this one. You could just as easily say that the ad was positive because it showed that you can't judge a book by it's cover.

Nick , Los Angeles, CA
I actually thought this was a relatively positive spin on the old "dude looks like a lady" theme. The white mini-wheat seems more embarrassed for himself for making the wrong assumption. The pink mini-wheat acts more surprised than angry or horrified.

Robert , Forth Worth, TX
This commercial was not offensive. Straight people are entitled to their own reaction when accidentally hitting on the same sex - it's not reasonable to make them think the same way as we do - after all, we don't want them to brainwash us, do we? If the cereal had then beaten or abused the pink cereal, your review would have more merit.

Mike Ross , Mission, B.C. Canada
It is precisely the pink/blue attitude in this commercial that I constantly challenge in my Grade One / Two class. We'll never break free from colour stereotypes if these kinds of seemingly harmless little commercials aren't challenged.It's LITTLE KIDS who watch cereal commercials with the most interest, and they deserve better commercials than this one. Bravo for the Pink Mini-Wheats of the world!!!!

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Jensen
Company: Kellogg Co.
Brand: Nut N' Honey Crunch
Country: United States
Region: North America
Year: 1987


Wig
Company: Kellogg Co.
Brand: Rice Crispy Treats
Country: United States
Region: North America
Year: 2000


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