Kellogg’s – Rediscovering the value of family
Byhttp://www2.kelloggs.com/general.aspx?id=1423
This is Kellogg’s new commercial promoting family values. In an industry where advertising cereal to children is such a controversial subject, this new ad campaign is sending the right sort of message to parents. This ad targets parents with healthy and tasty Kellogg’s cereal choices, which their kids will enjoy. Not only does this ad show family togetherness, but it promotes a balanced lifestyle where kids are involved in an array of activities. It shows happy kids involved with sports, school, and their family.
Further, the ad touches on a top of mind issue: the economy. Kellogg’s has broken down the cost of enjoying a serving size of cereal and milk to 50 cents a bowl. In the commercial it includes the types of Kellogg’s cereals that are included in this financial breakdown. To avoid misleading customer, the Kellogg’s website explains which cereals are included, and which are not. In its effort to promote family values, this includes the value of saving money. Saving money is beneficial in economic hard times, but on a greater level, could be directly correlated to the terminal value of family. As we discussed in class, terminal values are desired end states which are achieved through instrumental values.
I liked how the ad also used a sense of familiarity in its terminology with each type of cereal such as “conversations” with Rice Krispies and “great” with Frosted Flakes. It really ties together the individual types of cereal to the brand with one wholesome message: family.
2 Comments
December 8th, 2009 at 11:18 pm
Well, I’d say Kellogg does deserve praise for trying to promote a sense of family unity in this commercial campaign but it’s still not quite an ideal state for consumers’ children. I agree that they display healthy images throughout the ad, of family togetherness and kids being active. However……
If you look further at the products, even among the “classic” Kellog cereals that are included in this .50 cents per bowl concept, there are some that are less than “healthy”. Frosted Flakes has 11 grams of sugar in a standard 3/4 cup serving (without milk)and Frosted (Bite Size) Mini Wheats has 12 grams. By comparison, General Mills Trix cereal has 12 grams of sugar in a 1 cup serving. I don’t know about you, but I’d assume that a cereal like Trix is not as healthy as the Kellogg choices, but they’re about the same. The only noticeable difference is that you get more fiber if you choose the Mini Wheats (go to Kellogg’s nutrition info on their website at http://kelloggsnutrition.com/gda-tool/GDA3.html if you want to do your own calculations.
Maybe I’m expecting too much from a breakfast cereal, or maybe as a culture we’ve just become accustomed to sugary choices that are low on nutritional value. In any case, I think that cereal manufacturers such as Kellogg ought to promote better choices in nutrition. Society would benefit as a whole, and particularly our children, if the manufacturers toned down the sugar and amped up the fiber, vitamins, and minerals. It’s a shame that we have an entire aisle dedicated to cereals in most retail markets, but there aren’t very many truly “healthy” choices. I say it’s time for CPG manufacturers to create a new ideal state in the minds of consumers. Give me better nutritious choices for my kids, rather than just a “cheap” alternative.
December 9th, 2009 at 2:35 am
I am fascinated with the sugared cereal controversy, especially in the light of a new Yale study released in October this year. The study of cereal marketing revealed that the least healthy cereals are the ones that are most frequently marketed to children.
Fortunately for Kellogg, they are not the worst sugared cereal marketing offenders: according to the same Yale study, General Mills markets to children more than any other brand, with six of the ten least healthy cereals (Kellogg only has three). Check out cerealfacts.org for more interesting statistics.
While Kellogg’s efforts and definitely a great step in the right direction, they do not address children specifically. Instead, the commercial is targeted at the parents, hoping that the message will impact their decisions in a healthy way.
I think that it’s great Kellogg is promoting some of its “healthier” cereal options as both an economic and family value, but I still think the real root of the sugared cereal problem remains unsolved. Cereal companies spend nearly $156 million dollars annually marketing to children. The cereal industry needs to confront these issues of marketing to children head on to make significant improvements.