Cereal Killer? — Kellogg’s Takes a (Bong) Hit for Axing Michael Phelps
EmailABC News’ Stu Schutzman: Olympic mega-star Michael Phelps has been wiped from the face of mega-giant food and snack purveyor Kellogg’s website. Phelps image fronted one of the most popular brands in the world — Kellogg’s Corn Flakes. Now his image has become an image problem. Kellogg’s fired him earlier this month for conduct unbecoming…after he was seen in a photo smoking pot from a bong. "Michael’s most recent behavior," said Kellogg’s, "is not consistent with the image of Kellogg’s." That image is all about home and family; Mom and dad and the kids around the table eating Corn Flakes and Rice Krispies, Pop Tarts, Eggo waffles Cheez-Its and Keebler cookies. And if Kellogg’s thought that was the end of it they might want to think again. Advertising Age magazine cites a brand tracker website called Vanno.com which compiles a "reputation index" on 5,500 companies. The site elicits a series of responses from its users on their opinions of a company’s relations with its customers, employees and the community and then rates the company. In January, after the national peanut recall over potential salmonella poisoning, Kellogg’s which was rated ninth, fell to 16 — a modest hit. But after the Phelps firing, the Vanno numbers tell a very different story. Kellogg’s fell from 16 to 68 — a huge hit. "…Kellogg’s dropping Michael Phelps and the subsequent focus on the moral/nutritional equivalency of pot to pop tarts, drew more negative attention and passion from users," said Vanno. In fairness, many pollsters will tell you that sites such as Vanno can be influenced, sometimes heavily influenced by groups with a common cause and a desired result — a kind of ballot stuffing. While there is no evidence of that, there is indeed a coalition of pro-pot groups actively calling for a national boycott of Kellogg’s products. They’re spreading the message, where else but on Facebook on a page called "boycott Kellogg’s for dumping Phelps over bong photo". If you want to register your support or protest of the Phelps firing or the peanut recall, you can as the Huffington post recently did, call the Kellogg’s directly. "Thank you for calling the Kellogg Company," is their response. "If you would like to share your comments regarding our relationship with Michael Phelps, please press one to speak to a representative. If you’re calling about the recent peanut butter recall, please press two now. Otherwise, press three or stay on the line. Thank you." Phelps is still considering whether to compete in the next Olympics in 2012. As for his reputation, it has not gone completely to pot– lucrative sponsors such as Omega watches and Speedo swimsuits have stuck by him. Omega called the bong incident a "non-issue"; Speedo said Phelps was still a "great champion." So Michael Phelps continues to strike gold…just not as much of it.
RSS
Twitter
Facebook
it’s just pot, 420! steroid abusers still have lucritive deals after confession or conviction. maybe Phelps will lose the kiddie companies but for us adults he’s a great person for endorsements. the omega ads are so much cooler than the Kellogs ad. thier loss. he still the winner.
Posted by: Paul Wall | February 26, 2009, 2:35 pm 2:35 pm
He may be a winner in his book but in others he blew it .They are right by dropping him .Good example set for kids.
Posted by: me | February 26, 2009, 3:07 pm 3:07 pm
What is healthier?
Corn Flakes and Rice Krispies, Pop Tarts, Eggo waffles Cheez-Its and Keebler cookies
or
Organic Pot
Me thinks the latter!
Posted by: Huh | February 26, 2009, 3:34 pm 3:34 pm
me – The stuff Kellogg’s makes is toxic. Lots of partially hydrogenated engineered nutrient-free garbage. And we wonder why there is a health crisis in this country.
Posted by: Huh | February 26, 2009, 3:36 pm 3:36 pm
Kellogg did the right thing in dumping Phelps.
Listening to Polls to try and figure out what’s the right or wrong thing to do is a
Waste-O-Time™.
Posted by: Noz | February 26, 2009, 3:44 pm 3:44 pm
Noz – Good to hear from ya.
Posted by: Huh | February 26, 2009, 3:59 pm 3:59 pm
Kudos to Kellogg! It’s about time these athletes learn that it is NOT OKAY to do the drugs, etc. and expect America to say “oh, you’re a super star, no problem”. Everyone in my circle says it is past time for the moral ethics to come back to America! Our children and grandchildren need good role models! Not drug addict models!
Posted by: American | February 26, 2009, 4:47 pm 4:47 pm
Good to see you too Huh.
Did ya get a kick out of my “Twitter on the Hill” post?
Posted by: Noz | February 26, 2009, 4:47 pm 4:47 pm
Here’s another former Kellogg’s customer who is outraged by their “punishment” of Phelps. Why demonize marijuana and allow alcohol? Vodka is way more toxic to one’s body and to our society than pot!
Posted by: AeroncaChamp1 | February 26, 2009, 6:19 pm 6:19 pm
Noz – Indeed.
Posted by: Huh | February 26, 2009, 6:25 pm 6:25 pm
Kellogg’s probably does a lot of business due to pot smokers with the munchies. Geez the guy wasn’t even arrested. Someone takes a blurry photo and poof, conviction. Maybe we should have a public stoning, too.
Posted by: obamamama | February 26, 2009, 6:34 pm 6:34 pm
With the outcry from the pot approval community to boycott Kelloggs – then those that feel Kelloggs did the right thing by not promoting a non-legal act should take up the slack of their non purchasing. One box a week……..
Posted by: getoverit | February 26, 2009, 6:36 pm 6:36 pm
Not sure if Kellogg’s is right or wrong, but Phelps can do what he wants in his own personal time. However, he has a MILLION dollar deal with a company that doesn’t want a pot smoking image, whether their food products are crap or not…he had a responsibility…..just like the rest of us with jobs….promoting Kellogg’s was his job and he blew it….plus, why are you in rooms letting people take pictures of you smoking pot….do it alone or with a good friend…
Posted by: michael | February 26, 2009, 6:37 pm 6:37 pm
Did anybody think about that their sales are dropping because some of us can’t afford to buy their products anymore?
Posted by: Martin Baeza | February 26, 2009, 6:37 pm 6:37 pm
obamamama: public STONING? That’s punny. :)
Posted by: mommydumdum | February 26, 2009, 6:43 pm 6:43 pm
Good, I hope they lose money. Its pot not steroids, it almost makes M. Phelps look like an even more incredible athlete cause he aced them all, and he could of very well been stoned when he did it. THATS RIGHT AMERICA A STONER ACED THE OLYMPICS! Pot needs to be legalized, If kellogs wants to see record sales, put a pot leaf on your box!
Posted by: irie3dsa | February 26, 2009, 6:48 pm 6:48 pm
I have bought Kelloggs cornflakes for 40 years and I really rarely even notice what picture is on the box … actually, I like the rooster the best!!
Posted by: Cassandra Washington | February 26, 2009, 6:52 pm 6:52 pm
Ya, it’s only a forcasting plan. And it’s true that those wealthy people will make noises and try to curtail the ambition at any cost. The president works for the American people, as he said and he is overwhelmed with a huge deficit which he should kill in order to meet his goal. On the other hand, to succeed one must face a risk. I would say to those “R’s” cooperate and let go!! Thanks. Zizi, Alexandria, VA
Posted by: Zizi | February 26, 2009, 7:02 pm 7:02 pm
Ha Ha Ha, I tried to tell Kellogs sales were dropping even in my stores which is unusual because we do alot of Programs “State” and the drop was way off, Yet while Phelps didn’t Help himself maybe years down the road “Healthwise” Kelloggs didn’t help themselves here either, sorry your sales are soggy, but I don’t understand the Terrible Marketing Decision to release Mr. Phelps, but I understand the Public Anger from You Terrible Decision Making to Release Mr.Phelps and therefore wish you a speedy rebound in your sales because your products are Good, but so were His.
Posted by: dave | February 26, 2009, 7:06 pm 7:06 pm
It’s not horrifying or shocking to me that Phelps was smoking pot. However, once it became news, Kellogg’s was well within their rights to fire Phelps from their advertising campaign. A company will choose spokespeople who fit the image they are trying to associate with their products. Keep in mind that much of Kellogg’s customer base is children. If Kristi Yamaguchi had been caught acting drunk and rowdy in public, hitting paparazzi, or appearing in a Girls Gone Wild video, Kellogg’s would have dropped her from their advertising campaigns, too. Don’t worry about Phelps…he’ll be fine (and still plenty wealthy).
Posted by: amigan | February 26, 2009, 7:26 pm 7:26 pm
Some of you are hilarious. He had the munchies, Kellog should be grateful. It’s pot, not steroids. He aced the Olympics stoned. How good is that! He’s a flake, but their flakes are soggy, too. Michael is taking a public stoning. This is great stuff. You guys are funny!!!!! But he did have an agreement to portray a healthy image for some considerable money. Oh well, bring on the next superhero to disappoint the world.
Posted by: tonyThetiger | February 26, 2009, 7:35 pm 7:35 pm
Their product, their choice. I don’t care whose face in on the box. I doubt he ate single bowl of the stuff or that, if he did, they did anything in helping him at the Olympics. I buy for what’s in the box. My consumption of Pop Tarts is unaffected and will remain so.
Posted by: Publius | February 26, 2009, 7:48 pm 7:48 pm
If I was being paid a ton of money by a company for my photo on their cereal box, I would make sure I lived up to their image. How many people would LOVE to be in that position? And he jacks it up looking like a druggie. Great example. How many jobs have drug testing before they even hire you? Good for Kelloggs for showing some balls, seems no one does that these days.
Posted by: deb | February 26, 2009, 7:53 pm 7:53 pm
Our public sentiment to this issue reflects the fabric of our culture. No regard that the law was broken nor any acknowledgment that Kelloggs is choosing to assert decency.
Posted by: Antonius | February 26, 2009, 8:41 pm 8:41 pm
Its just pot?! Its a drug. He is a role model for many kids, and by doing drugs hes telling them its okay. I think what Kelloggs did was fair. Kelloggs is not High Times magazine.
Posted by: Tom | February 26, 2009, 9:38 pm 9:38 pm
Smoking pot is the path to the presidency. Killing someone gets you elected in Mass. Kellogg’s food products are by and large junk. Phelps should not be endorsing junk food. Go Ron Paul. End communication.
Posted by: Huh | February 26, 2009, 10:51 pm 10:51 pm
I just gotta say……Michael Phelps, what an idiot !
Posted by: Betsy | February 26, 2009, 10:54 pm 10:54 pm
Good for Kellogs. How many people would love to have what Phelps had and he blows it so stupidly.
Posted by: Danny | February 26, 2009, 11:01 pm 11:01 pm
the Kellogg Company should have though before acting to fire this young man. He will be remembered for the gold medals, Long after the Pot thing is forgotten
Posted by: greg | February 27, 2009, 3:45 am 3:45 am
Hurray for Kellog’s. I don’t think much of him any more. Great swimmer, yes, role model, well no!!!
Companies can do what they want. Almost all drug addicts say they started smoking pot, so if it looks like a duck, walks like a duck, most likely is a duck. 1 in 5 people driving on the road are under the influence. So you have a great chance of getting killed by some drunk, be it booze, pot, or other dope.
Posted by: platteman | February 27, 2009, 6:29 am 6:29 am
Kellogg’s didn’t fire him. His contract was coming to an end anyway and they decided not to renew the deal. So what? This happens all of the time. They didn’t fire him and they didn’t cancel his contract… they just aren’t going to renew it. Time to get over it!!
Posted by: Keith Harris | February 27, 2009, 11:13 am 11:13 am
Lol, all the dopers complaining… To blame a health crisis on Kellogg’s — even bigger laugh. Everyday another new medical discovery occurs. Latest is that drinking any amount of alcohol causes cancer. I no longer believe any of the “new” discoveries and very few of the old. Just a bunch of researchers biasing their so called research and looking for their 15 minutes of fame and funding for the next. Phelps’ should be banned from all future competitions. You break the law then pay the piper. Gold medals, big deal. He is not a hero and never was. The world’s best athletes never make the Olympics anyway, just the wealthy or those who brown nosed the wealthy.
Posted by: Paul | March 1, 2009, 11:32 pm 11:32 pm
Hey paul wat’s up i’m back where were you huhhh….?
Posted by: Paula | May 26, 2011, 5:12 pm 5:12 pm
HEY WAT’S UP PAULA HOW HAVE YOU BEEEN I WAS AT THE HALF PIPE….
Posted by: Paulxxxxx | May 26, 2011, 5:13 pm 5:13 pm
me too where were you… You liaer
Posted by: Paula | May 26, 2011, 5:14 pm 5:14 pm