Michael Phelps Endorses Kellogg's Frosted Flakes
Going Like Sixty — September 2, 2008 — Lifestyle
References: usmagazine
Michael Phelps is incurring the wrath of the health food crowd because he signed on with Kellogg's to promote Corn Flakes and Frosted Flakes.
Will Tony the Tiger be saying, “EEEEiiiigght†instead of “Grrrrrrrrreat?â€
Wheaties, the Breakfast of Champions, was outbid by Kellogg's for the popular Olympian.
Carly Patterson, Bruce Jenner and Mary Lou Retton appeared on Wheaties boxes, and Phelps did too after the 2004 Olympics.
Implications - The emphasis on healthy lifestyles and athleticism is growing everyday and food companies are capitalizing on this growing interest by associating their products with iconic representations of healthy living ideals. While not all companies can gather endorsements from widely celebrated and recognized athletic figures, those that associate themselves with athleticism and positive lifestyle choices will see an increase in consumerism from the health-conscious masses.
Will Tony the Tiger be saying, “EEEEiiiigght†instead of “Grrrrrrrrreat?â€
Wheaties, the Breakfast of Champions, was outbid by Kellogg's for the popular Olympian.
Carly Patterson, Bruce Jenner and Mary Lou Retton appeared on Wheaties boxes, and Phelps did too after the 2004 Olympics.
Implications - The emphasis on healthy lifestyles and athleticism is growing everyday and food companies are capitalizing on this growing interest by associating their products with iconic representations of healthy living ideals. While not all companies can gather endorsements from widely celebrated and recognized athletic figures, those that associate themselves with athleticism and positive lifestyle choices will see an increase in consumerism from the health-conscious masses.
Trend Themes
1. Athlete Endorsements - As more individuals prioritize health and athleticism, companies have an opportunity to associate themselves with these ideals through athlete endorsements.
2. Healthy Food Marketing - As consumers become more health-conscious, companies can capitalize on this trend by promoting the health benefits of their products.
3. Sports-related Branding - Companies can increase their appeal to health-conscious consumers by incorporating sports-related branding in their marketing and packaging.
Industry Implications
1. Food Products - Companies in the food industry have the opportunity to market their products as healthy and appealing to health-conscious consumers.
2. Sports and Fitness - The sports and fitness industry has the opportunity to collaborate with food companies to promote the connection between athleticism and healthy eating.
3. Marketing and Advertising - Marketing and advertising companies can help food companies create and promote branding and messaging that appeals to health-conscious consumers.
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