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Apparently, Kellogg had posted a claim that Rice Krispies can help your child's immune system if they eat it every day. While it is true that eating a healthy breakfast and fiber type breakfast foods will indeed boost one's immune system, their advertisement and marketing caught the ire of regulators and the "politically charged" environment here in the middle of Swine Flu N1H1 season, stated one BrandChannel expert recently.
Indeed, branding, well, this is tricky business to attempt such a claim. Although it is true that with diet you can boost the human immune system, which no one doubts, at the same time the CDC is putting forth articles and PR trying to educate consumers about bogus claims. Kellogg better hope that it does not end up in a cross-marketing effort and catch the ire of the FTC, CDC of Department of Health.
Even if what they say is true, right now authorities are really pushing for vaccine protection. So, whereas, this could sell cereal, it might also confuse consumers and make them think that Kellogg's is making a bogus claim? I believe this to be a risky branding or marketing move.
In another great article on BrandChannel, they hit the nail on the head stating that it was a mistake to try this marketing ploy at this time. My thinking on this is that with the CDC and FTC going after bloggers, article marketers, and the online supplement sector lately on this issue, Kellogg shouldn't be surprised really. I am somewhat surprised they attempted this.
Of course, if they had put the fruit "Star Anise" in their Fruit Loops Cereal they might have been able to have the research to back them up on this. Indeed, it seems we make laws, rules, and consumer regulations for the lowest IQ and then we have agencies attack with vengeance. Kellogg should have realized this wouldn't fly, it was a "branding mistake," and you know, now that I think about it, they've made a few over the years there. Please consider all this.
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