The 411 on 420
You log on to your computer and discover—splashed across the news section of your homepage—a candid snapshot of your celebrity spokesperson inhaling from an enormous bong. Quick, what do you do? If you're Speedo or Omega, and your spokesperson is Michael Phelps, you do nothing. If you're Kellogg's, however, you announce you won't extend his contract, which expires this month.
Political commentator Cenk Uygur argues that Kellogg's decision would have made sense in 1955, but not in 2009. "You know how many people have smoked marijuana in America?" he says. "A whopping 42%. That is a huge chunk of the country Kellogg's has just personally insulted because they are saying implicitly that their behavior is so wrong that they would fire them over it."
Further, he claims, the vast majority of Americans—even those who have never sampled the illicit drug—see nothing wrong with the occasional use of marijuana; therefore, by catering to an anachronistic minority, Kellogg's runs the risk of alienating those who consider the controversy much ado about nothing.
Your Marketing Inspiration is to determine whether you agree with Uygur's perspective, which he sums up like this: "You are no longer protecting your brand when you are prudish and overly careful," he says. "You just seem out of touch."
More Inspiration:
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Valeria Maltoni: A Tale of Two C ... ontents
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Comments
If we were talking about most companies I agree a hundred percent with the above statement. BUT... being that Kellogs is a company that caters to children I have to agree with their stance. End of the day society may not care, but the law does. Not to mention that if you ask parent if they want their children to smoke or be exposed to weed the responce is overwhelmingly be in stark contrast to thier original opinions about the substance.
I agree with Drew. I think that as a brand you have to evaluate your overall stance on many hot topics these days and how they specifically can help or hinder the overall perception of your brand. I think Kellog's made a sound decision based on their audience and who their brand appeals to.
Marketing always starts with the target market in mind. In Kellogg's case, that's primarily children ages 2-11 for their most popular cereals and moms as a secondary target. Having a spokesperson whose associated with a bong/smoking weed is plain wrong and poor PR. Kellogg did the right thing by not renewing Michael's contract.
Next time, consider the target before you post.
I agree that for most companies, much ado. And that was my initial reaction to all the media attention over Michael Phelps' photo. But considering Kellogs audience, it makes perfect sense. Sometimes public debate is a good thing, especially when it helps us put things in perspective.
This kind of attitude about "prudishness" is the very thing that got the banking industry in it's current state. The old, lame excuse "everbody does it", so that makes it OK just doesn't wash.
Whether a bunch of people are doing something that is ILLEGAL, does not mean that we should turn a blind eye. It is illegal for a reason, and until it is decriminalized, I would not want a spokesman to be seen doing it, no matter what company I was with (with the exception, perhaps of "Zig Zag" rolling papers, but then I would insist he roll his own, and not use a bong).
The Kellogg’s brand is associated with good nutrition, health and well-being. Even those who occasionally smoke must admit that, whatever they claim the benefits are, good health could not be one of them. While it is pertinent that any actions representing the Kellogg’s brand are legal, in this case it is more pertinent that they are healthy. Kellogg’s did exactly the right thing. Bravo to them for taking a principled stand. Mr. Uygur may describe this as “prudish and careful.” I would argue that Mr. Uygar’s comments advise jumping on a populist bandwagon at the expense of a historic and respected brand. I’m not impressed that Speedo and Omega chose not to take a similar stand. Oh, and lest I be branded a “prude,” I am in favour of legalizing marijuana use. BTW, it’s illegal in Canada too.
I've got to agree with others who have commented here.
This article infers that anyone who has smoked would be insulted to see someone be fired for smoking, even though this is common policy in most every job. Just because someone willing smokes doesn't mean they don't think it is inappropriate behavior.
Also, who are the "vast majority of Americans" he refers to? Seems like speculation to me.
In any case, Michael Phelps is a person, but not for Kellogg's. For them, he is a symbol, just like a logo. The message of Michael Phelps has been altered by this event, so I see no problem with letting him go, nor do I see it as an insult to those who smoke.
You missed the point. When Charles Barkley acted like an idiot, it was OK because, heck , I am an idiot too sometmes, but I am the one buying the shoes for me. Corn flakes, Frosted Flakes, etc are bought by parents (who may have smoked, and yes, inhaled too) but most of whom feel very strongly that they do not want their kids taking any kind of drugs at all, ever.
Can I get an amen? As a parent you spend lots of time and attention teaching your children to :just say no" right from wrong, etc. regardless if your are part of the 42%. As a marketer, having Phelps as your brand ambassador no longer makes sense because he no longer shares the brand attributes nor contributes to influencing the target consumer--the parent with the purse strings. From a moral perspective, regardless of your stand on MJ--it is ILLEGAL...end of story.
Wow....I think this article is out of touch....find a different way to espouse your political agenda on mariuana use or a better example on how business needs to be in touch with the consumer, because this article really missed the mark!
Remember, however, Kellogg's Corn Flakes' prudish beginning. It's as prudish as they come (no pun intended). Corn Flakes were marketed to prevent boys from acting on certain - um - urges.