‘Biracial is Bad’: How KRAFT’s MilkBites Campaign Perpetuates Stereotypes & White Supremacy

[MrScorpio]

I truly can’t believe that I have to write what I’m about to write. Via a Sociological Images post by Bradley Koch, I found out about a KRAFT campaign for their new MilkBites, a snack that is “part milk, part granola.”
The campaign uses an anthropomorphized version of the MilkBite, a little male MilkBite named Mel. The series of commercials, which appear to be both TV spots and online-only “diary” entries to better introduce Mel, set him up as a confused character who “has issues.” Here’s his introduction.



His very first line, as he looks in the mirror is, “Who are you? What am I?” It’s followed by an introspective, “Maybe you’re nothing,” as he sits alone on a park bench. He tries to convince himself that’s not true: “I’m valuable.” But that positive assertion is immediately undercut when he is ignored by a waitress as he tries to get a refill. “Mel has issues” pops up on the screen, and then he’s back in front of the mirror. “Are you milk? Are you granola? What are you?” he asks himself. There’s a shot of him sitting on a couch and looking at a bowl of granola and a glass of milk (his parents, we’ll find out in a future commercial), then he’s back at the mirror. “I don’t know.”

The campaign is clearly setting Mel up as a biracial character, and its using that biracialism as a source of anxiety and confusion. As Koch writes:

“The problem with a marketing campaign like this is that it trivializes the experience of people with multiple racial/ethnic identities who are still often met with derision and confusion. The first ad above perpetuates the self-fulfilling prophecy about “confused” identities. As a child, I remember family members telling me that they didn’t have a problem with interracial couples but worried about how others might react to their children.”

http://www.latinorebels.com/2012/05/16/biracial-is-bad-how-krafts-milkbites-campaign-perpetuates-stereotypes-white-supremacy/?utm_source=rss&utm_medium=rss&utm_campaign=biracial-is-bad-how-krafts-milkbites-campaign-perpetuates-stereotypes-white-supremacy

[Systematic Chaos]

1. The commercials are creepy and the product is just more processed rat poison.

If everyone votes with their wallets and doesn't buy the shit, then it -- and those stupid ads -- will go away.

[upaloopa]

2. IMHO That is a stretch.

How insecure do you have to be to internalize a commercial about food and give it the power to negatively effect your life? Turn the station and get a grip!

We can't let the world control us. We need to develop a sense of who we are from inside ourselves. You can't let the winds just blow you around like a leaf on the ground!

[Enrique]

3. for adults, maybe

unfortunately, children will see this and it could warp their attitudes.

[upaloopa]

4. IMHO Children would see it as a cartoon. Or ignore it all together.

[JustAnotherGen]

6. Like

The 'satchmo' cartoon depictions from the 30's and 40's right?

[Enrique]

7. have you seen this video?

[JustAnotherGen]

10. Thurgood Marshall's argument brought to life

My great niece is all of my heritage, plus my brother's ex wife (Puerto Rican), plus her father - Vietnamese and Mexican.


I was thrilled to find her a doll at Christmas, dressed like any other baby doll -that was 'Asian'.


My mom's paternal grandmother really had to search high and low for dolls that looked like me in the 1970's. She was sensitive to my situation - as she was Jewish . . . My great grandfather was not - and she knew what her children (My grandfather included) went through growing up Jewish in Western PA in the 1920's and 1930's.

She had a sensitivity chip - that's for sure. She couldn't put herself in my shoes, or the shoes of any racial minority little girl - but she 'got it' just the same.

Her heart would break if she saw the 'contemporary' video footage.

[JustAnotherGen]

5. I believe the children are our herooooooooooooooos

Okay - that's my reply title.


I know you are a caucasian male who has been involved in Liberal Circles for many years. I did a quick search because I recognized the User Name from a self-depracating post a few weeks ago.

Here's my question -

Have you ever heard of the 'Tragic Mulatto'? Do you know how prevalent that is? I'm a 39 year old bi-racial (also have one generation removed from Cherokee Indian) woman . . . Perhaps you should listen to me - and what I say -


Since you've never been id'd as the 'tragic mulatto' in your life. Can you put your feet in my paradise blue Tieks today?

[upaloopa]

8. Having a sense of yourself has nothing to do with race.

You weaken yourself by playing the victim. But then it is your life. Yes I am white.

[JustAnotherGen]

9. Spoken

As a caucasian male in America.

I'm not playing the victim - I'm telling you what the REALITY of BLACK/Bi-RACIAL in America is.

The reality especially of black women - can be found in a little book by Melissa Harris-Perry - Sister Citizen.

Read it - then respond again.

[Enrique]

11. your response has nothing to do with what she posted

just so you know.

Don't worry, you're not alone, a ton of people talk about race without listening to anyone else.

[SemperEadem]

16. and you have absolutely

no experience as a mixed race person, so your glib advice, speaking as if you have some kind of experience or authority on the topic, is meaningless.

[Scootaloo]

15. Your opinion contradicts my experience

if I have to choose between the two, I'm going to go with my experience. it's easy enough to say "Aw, just get over it" when you've never had to put up with it. Some people have to put up with it for the whole of their conscious life, however, and it does cause damage and weign you down like baggage.

This commercial's character takes a very real anxiety held by many people, many children - not just of mixed races but of a number of situations - and uses it as a "funny" gimmick to sell you processed wheat snot.

[SemperEadem]

17. and opinions are like anuses

everyone has one and some of them stink.

and what's this "we" shit? You're a white male, not a mixed race or minority, so what do you know about that experience? Nothing.

[provis99]

12. I'm suspicious of Frosted Miniwheats.

what, the brown stuff isn't good enough until you cover it up with sweet white stuff?

[bigtree]

13. I don't think that race is the only trait that folks can feel divided about

. . . within themselves.

That said, who knows what the intent of the author was?

The date seems into him tho . . .maybe that'll resolve his identity crisis.

[MrScorpio]

14. Everyone should reread the Bottom Line - It sums up why this is so problematic

BOTTOM LINE
These commercials outrage me. As the mother of a biracial daughter and a white woman married to a black man, I am frustrated with narratives that suggest people who “mix” are irresponsible and unconcerned with their children’s well-being. But even more than that, I am absolutely sick and tired of white supremacy narratives cropping up everywhere. This is a commercial for a breakfast snack, for crying out loud! Do we really have to racialize that?!

This is not to say that I don’t think race should be portrayed in pop culture. I am not of the “colorblind” camp. Of course race is an issue, and it would be ridiculous to pretend that it’s not. But part of the reason race is an issue is because of campaigns like this one, campaigns that perpetuate stereotypes and marginalize people who don’t neatly fit into preconceived categories.

I think it is immensely important that we call this type of narrative out when we see it. I know that people are going to say it’s “just” a commercial, but that’s how stereotypes work. There’s no one, big, overarching thing that we can destroy to fix racism. Racism is an insidious presence that entangles us through multiple avenues, many of which are subtle and easy to overlook. This KRAFT campaign is an example of that, and I think we have a responsibility as ethical consumers to be conscious of that.