kellogg likely to stop advertising popular cereal to kids rose dugan and angela west
TRANSCRIPT
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Kellogg Likely to Stop Advertising Popular Cereal to
Kids
Rose Dugan and Angela West
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Pressure
• The threat of a lawsuit was being prepared by two advocacy groups, the Center for Science in the Public Interest and the Campaign for a Commercial-Free Childhood
• Didn’t agree with the way Kellogg was advertising unhealthy foods to young kids
• Groups particularly objected to the licensed characters selling unhealthy food.
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Kellogg’s Global Nutrient Criteria
• Sets thresholds for calories, fat, saturated fat, sodium and sugar content
• Over ½ of Kellogg’s products that are marketed towards kids don’t make the cut
• Some examples:– Rice Krispies (sodium)– Froot loops (sugar)– Pop Tarts (sugar)
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Implementation• Currently, Kellogg’s has a policy of not advertising to
children under 6 years of age
• The company has pledged to quit advertising foods that don’t meet the new criteria to children under age 12 by the end of 2008
• Going to try to reformulate their products to fit the criteria.
• Have agreed to cease using licensed characters to market food products that don’t meet the requirements.
- Ex: Shrek
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Other Guidelines
• Kellogg’s website– Will make enhancements to its website with a new
emphasis on health– It will limit depictions of food that don’t meet its
nutrient criteria– Add healthy lifestyle and nutritional messaging
• Packaging– Easy to read nutrition labels of the front of its
package– Highlight important information from label on the
side of the box
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Other Companies
• Although the threat of a law suit against Kellogg is no longer existing, other companies have been targeted:– McDonald’s– Coca-Cola– General Mills– Kraft Foods– PepsiCo
• Called on these companies to adopt similar policies to limit their marketing to kids
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Getting Healthier• Some companies that have already implemented
policies- Walt Disney
• From now will only allow its characters to be licensed to food products that meet nutritional guidelines
- Kraft• Refrain from advertising to children under 12 for products that
don’t meet corporate nutritional standards
- A group of the largest beverage companies have promised to devote half of their advertising directed towards children age 12 and under to promote healthy foods and lifestyles.
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What this means for Kellogg
• Unfortunately we won’t be seeing Toucan Sam any time soon
• But…Frosted Flakes just barely made the cut so Tony the Tiger will still be around
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Sources“Kellogg Likely To Stop Advertising Popular Cereals to Kids.” The
Global Pulse. 29 June, 2007. <http://www.theglobalmarketer.com/marketingpulse/marketingpulse.jsp?id=89&page=1>.