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Kellogg’s misdirected marketing

Strange to see Kellogg’s whipping up the wrath of UK parents by running their recent “Coco Pops” campaign with a copyline like “Ever thought of Coco Pops after school?”

What on Earth were they thinking? It was almost inevitable that there would be complaints.

Sure enough, following the lambasting they received, their 6 sheet campaign was taken down – but not in time to avoid the PR disaster of undermining their position as a National Partner for Change for Life

It’s a real shame, as they do a lot of good in the community that is perhaps less well known.

They’ve been sponsoring school breakfast clubs to the tune of £1million for the past 10 years, in partnership with the charity Continyou; not to mention setting up the National Breakfast Club Register for clubs to share best practice. I didn’t see the Indy covering that bit…

Still, it’s an important time for youth oriented marketing at present.

With a general election just around the corner, we have both main parties keen to be seen as coming down hard on unscrupulous admen “bombarding” the nation’s young people with unhealthy advertising. Now isn’t the time to be shining a fresh light on the potential problems marketing to youth throws up when done the wrong way.

There would be nothing wrong with Kellogg’s running activities actually within schools, if the message were more positive.

They could highlight the importance of a healthy breakfast to aid learning, or raise awareness of their excellent breakfast club initiative, perhaps. But to encourage consumption of a chocolate flavoured sugary snack directly to school kids has got to be a no-no.

It’s simple common sense.

So when you talk to youth, Kellogg’s, more of the Change for Life, please, and less of the Coco Pops thinking, or the Youth Marketing sector could find itself suffocating under the weight of new legislation.

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