Case 3 Cheerios Commercial: Thirty Seconds that Caused 30 Days of Controversy

General Mills’ Cheerios commercial in 2013 depicted a biracial family that subtly reinforced negative stereotypes of the African-American population. Through this commercial, ethnocentrism, racial salience, andminimization of differences were portrayed. General Mills can learn to be culturally intelligent by developing knowledge of the African-American culture, being mindful of the differences between the African-American culture and the larger American culture, and implementing cross-cultural skills.