Posted by: Paul.Christ
on Nov 07, 2009
Kellogg Pulls Immunity Claim From Rice Krispies (USA Today)
Breakfast cereal maker Kellogg had what it thought was a good idea for promoting cereals as being healthy for children since these contain several vitamins that may be good for kids. They liked the idea to the point of adding a large area to their packaging aimed at parents that said the cereal “Supports Your Child’s Immunity.”
Unfortunately what was thought to be a good idea quickly turned to being a problem. The wording not only has critics in an uproar, given that many feel these cereals are not only not nutritious but may be unhealthy (see our post Research Report Has Cereal Marketers Playing Defense), but to make things worse the packaging is hitting store shelves at a time when there is worldwide concern for the H1N1 flu. (Although it is hard to believe some may think eating more Rice Krispies will help prevent a child from contracting the virus!)
Kellogg is far from the only high-profile company saying their products help the “immune system” (see Tropicana’s Orange Juice and Nestle’s Juicy Juice). So expect more reaction to this type of labeling.
With the swine flu virus of paramount concern to parents and children, there is increased sensitivity to any marketing claims that even touch on the topic. At the same time, the nation's foodmakers are being increasingly held accountable by federal regulators for claims.
What would happen if critics not only go after the manufacturers but also take their case to the retailers?
Posted by: Paul.Christ
on Oct 27, 2009
Kids' Cereals Pour on the Sugar and Sodium (USA Today)
Here is a scathing research report that has some marketers in the U.S. scurrying for cover. Not only is it produced by a credible research center, it also has the resources to be well publicized (it was picked up by many media outlets). The report titled Evaluating the Nutrition Quality and Marketing of Children’s Cereal by the Rudd Center for Food Policy and Obesity at Yale University challenges the marketing activates of major cereal manufacturers by looking at how they direct their marketing campaigns (see more about this research at this website). The results are not pretty for the manufacturers. The full report offers excellent insight into how cereal is marketed including a look at how promotional activities take place through television, in-store and Internet.
The average preschooler sees 642 cereal ads a year on TV. Most are for types with the worst nutrition ratings.
The report calls for U.S. government regulation for how cereal is promoted to children. What is the likelihood that this will happen?
Posted by: Paul.Christ
on Oct 06, 2009
FTC: Bloggers Must Disclose Payments for Reviews (USA Today)
The U.S. Government is sending a stern message to marketers and to bloggers: stop hiding your relationship. This message is contained in a new document titled "Guides Concerning the Use of Endorsements and Testimonials in Advertising" (the full document can be found here) which, among other things, states bloggers who are being subsidized with money or products by a marketing company must disclose this when their blog postings offer opinions on the marketer and/or its products. Since blogging became a lucrative activity a few years ago, marketers have sought popular bloggers and offered them incentives to review products, preferably in a positive way. In other cases, marketers have surreptitiously arranged to have blogs setup, often by employing a freelance blogger, with the sole intention of creating a positive spin for a product. According the FTC, now such activity may be viewed as "sponsored advertising" which is regulated in the United States.
Bloggers have long praised or panned products and services online. But what some consumers might not know is that many companies pay reviewers for their write-ups or give them free products such as toys or computers or trips to Disneyland. In contrast, at traditional journalism outlets, products borrowed for reviews generally have to be returned.
Is it unethical for a marketer to give a product to a blogger with the understanding that the product does not have to be returned?