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Marketers who make ads about inclusive families these days need a battle plan for how to deal with the haters. And it's as much an opportunity as a crisis.
It began, of course, with Cheerios, which was surely legitimately surprised last year when its ad with the interracial family was flooded with racist comments on YouTube. General Mills' reaction was complicated. First it shut down the YouTube comments, then it slowly embraced what quickly became an outpouring of support—and finally it aired a brilliantly subtle sequel on this year's Super Bowl.
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