Congratulations, Kelloggs

Posted by Rahna on August 21, 2008 under Personal Branding, Strategy | Be the First to Comment

Michael Phelps on a Corn Flakes box!?  I love it.

He’s being unique, bold, different, going-left-when-everyone-else-has-gone-right, very un-Wheaties-like.

Michael Phelps on a Frosted Flakes box!?  Many people don’t love it.

There is a tremendous uproar about what kind of statement Phelps is making, endorsing sugary cereals and such.  This is a guy who consumes over 12,000 calories a day.  It seems a little late for people to be arguing over this sponsorship when McDonalds is posting YouTube videos of Phelps ordering double cheeseburgers in Bejing! 

I find it interesting to think about it from the perspective of the Frosted Flakes brand manager’s position…That guy just got promoted, I’m guessing.  Frosted Flakes has sponsored the Little League World Series for several years and has been trying to tie themselves to fitness and kids wellness with various efforts.  This is just the latest coup.

Congratulations, Kellogg’s, for finding a way to stay on strategy and capitalize on one of the world’s biggest brand names out there today.