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Cheetos encouraging kids to "stick it to The Man"

Filed under: Nutrition: Health, In The News, Media

My five -year-old loves Cheetos; when he gets the chance to choose a treat, he will skip past the cookies and candy in the grocery and beg for a bag of the orange-covered corn puffs. Usually I oblige, but lately I've been rethinking that, not so much because I worry that the orange stuff will give him cancer or stunt his growth (both entirely possible I suppose) but because the Cheetos "Orange Underground" ad campaign offends every fiber of my being, as a parent and a person.

You know these ads -- the one I see the most frequently shows a woman in a laundromat putting a Cheeto into the dryer with someone else's whites. She is being egged on by the Cheeto Cheetah, who is downright creepy with his sunglasses and his Barry White voice. Other spots encourage similar "Random Acts of Cheetos," which are essentially just malicious vandalism perpetrated with snack food.

Snack food, I should add, that is marketed primarily to kids.

Bob Garfield at Advertising Age sums up the RAoC ad campaign this way: "Get it? Alienated teenagers and young men chafe against authority. So frustrated and resentful are they about their humiliating powerlessness, they tend to lash out -- or at least fantasize about lashing out -- at the powers that be. That would be mainly parents, teachers, principals and bosses, but anyone and anything will do." Garfield goes on to say, "But it's not just that this campaign is mean-spirited and reckless and generally contemptible. It also ultimately makes no sense. Where does a multibillion-dollar division of PepsiCo come off dissing The Man? Dude, PepsiCo is The Man."

I'm not a huge fan of junk food for kids in the first place, but this particular marketing campaign strikes me as even more dangerous than the Cheetos themselves. What say you -- are you put off by marketing like this, or is it just a commercial?

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AdviceMama Says:
Start by teaching him that it is safe to do so.