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Channel 8 posts “story” on Kellogg’s Corn Flakes Branding Scheme

October 15, 2009

WOOD TV 8 posted on its web page today a story by a reporter that is listed as a “special contributor.” The story is about plans by the Kellogg Company to use laser etching and put a K on their corn flakes.

According to the story, Kellogg’s wants “shoppers to be under absolutely no illusion that Kellogg’s does not make cereal for anyone else.” The company is claiming that there are imposter corn flakes and this is a way to guarantee that customers will not be misled.

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The channel 8 story also has a hyperlink to a Kellogg’s Twitter message that has this image of the laser branded flakes. The rest of the posting deals with in part some online media questioning the authenticity of the story, but none of that discussion challenges the idea that this might be a viral marketing ploy by the company. The story also includes a short fact about how many bowls a year the company sells worldwide.

In many ways this story on channel 8’s web page is nothing more than a promotional piece for Kellogg’s Citizens need to ask themselves how this is considered news? Does it address health concerns or economic issues for the public?

Had the story focused on marketing practices that unfairly target children that would be news that the public, consumers and parents would benefit from. Kellogg’s markets products that target children and even uses popular characters like Sponge Bob. Some groups have challenged that practice, like the Campaign for a Commercial Free Childhood. These efforts are what constitute news, not PR campaigns by corporations that are primarily about promoting their products.

One Comment leave one →
  1. Kate Wheeler permalink
    October 16, 2009 10:30 pm

    My favorite part of this idiotic move of Kellogg’s is the company’s idea that we’re all worried about eating “imposter corn flakes.”

    I know that from my viewpoint, in the face of the widening gap between rich and poor, the way that health care “reform” is turning into a bailout for insurance companies, the Draconian immigration laws in this country, our inexplicable foreign policy, and the poisoning of the environment to shore up corporate profits, corn flakes always remain a top-of-mind issue for me.

    In fact, why not laser-brand all cereal? That way, we’ll have complete transparency at the breakfast table, except when eating subversive substances like oatmeal.

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