Why Firing Phelps Might Cost Kellogg's More Customers
Kellogg Co. recently fired Michael Phelps for admitting he smoked marijuana (after a picture of him taking a bong hit came out on the press). This is a decision that would have been absolutely justified in 1955. But this is 2009. No one gives a damn. In fact, they are more likely to lose customers than gain them by making such a public display of their displeasure.
You know how many people have smoked marijuana in America? A whopping 42%. That is a huge chunk of the country Kellogg has just personally insulted because they are saying implicitly that their behavior is so wrong that they would fire them over it.
But what's worse is the even larger percentage who don't care if anyone else smokes marijuana and are turned off by anyone else who judges them for it. Now, I'm not a pothead. I don't think hemp is the answer for all of our problems (you know someone smokes a lot of pot when they feverishly tell you that you can make pants out of hemp - yes, but is that what you do with it?) . But I - and everyone else I know - could not possibly care less if someone else wants to smoke pot.
Yes, there is still a certain percentage of the country that is mental about this. They have no problem if their son drinks two gallons of alcohol, but a joint and they lose it. I think this is a cultural thing more than anything else. I think pot represents hippies, liberals and all that's wrong with America to them. And yes, this is about 25% of the country.
But what about the other 75%? You annoy them when you side with the prudish minority. You offend their sensibilities when you kowtow to the puritan zealots. Every single person I have spoken to says they are less likely to buy Kellogg products now that they have fired Michael Phelps. Not because we love Michael Phelps, not because we think you can make pants out of hemp, but because it seems like they are choosing sides in the culture war. And it's the wrong side.
Now, advertisers are scared to death of doing anything political. But this firing is political. You are choosing sides with the minority of the country that cares about so-called moral improprieties like this. As a business, is that the side you want to be on? Do you really want to go against the interest of the sizeable majority?
The country has changed dramatically since the 1950's. And it appears the only people who haven't caught on to this are advertisers. You are no longer protecting your brand when you are prudish and overly careful. You just seem out of touch. Ozzie and Harriet don't exist anymore, so why are you still trying to sell them products?
Unfortunately, this outmoded way of thinking for the advertisers has enormous implications for our media, too. The sponsors are the boss. If they want plain, vanilla, boring, unchallenging programming - that is exactly what they'll get. They are scared to death of advertising in anything that pushes the envelope. So, interesting, edgy programs get edged out (or they go to HBO).
So, this antiquated mindset isn't just annoying and counterproductive, it causes the watering down of all entertainment. Whenever a big advertiser comes into a new program, the first thing they want you to do is tone down everything you do. It makes everything on television more boring, less challenging and ultimately more fake. Sponsors believe fake sells. If you're too honest or if you act like a real human being, as Phelps did the other day, then you have to be avoided at all costs. Otherwise Ozzie and Harriet will be offended. That would be true if they hadn't died thirty years ago.
Update -- Should Kellogg have fired Michael Phelps? Vote in AOL's Hot Seat Poll right now.
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Kellogg's did exactly the right thing for their brand. The products Phelps would have been on, like Corn Flakes or Special K, are positioned as "healthy" foods marketed to mothers who want to buy healthy breakfast cereals for their children. No one can say with a straight face that any amount of pot is good for you. The two images, Phelps sucking a bong, and a bowl of Corn Flakes just don't mix.
It doesn't matter what percentage of people in the US have ever smoked pot. What matters is: How many moms want to put a box of cereal in front of their kids with Phelps on it? That's what Kellogg's had to evaluate. They made the right call for their brands.
You have a link to a poll asking whether or not people think Kellogg's acted correctly. It is OVERWHELMINGLY in Kellogg's favor. You're the one who is out of touch with America. Even where the poll favors pot smokers, the percentages never get higher than about 55%. Nowhere close to the 75% you say don't care.
I notice that you just toss off the factoid (something that sounds true, but isn't) that 42% of Americans have smoked pot, without citing an authoritative study. Also, you don't differentiate those who tried pot but didn't inhale, those who only inhaled a couple of times, those who smoked occasionally and the hard core stoners. So, please, have a little journalistic integri... wait, this is the H.P. never mind.
I really don't care if he or anyone else smokes pot every single day. But the fact of the matter is that it is illegal. There are a lot of things that I perceive as harmless but are illegal whether I like or not. For example, I think the 35 mph speed limit on the road I take to work every day is ridiculous. I tried to express that to the policeman who pulled me over doing 50 mph and still got the ticket. If you want to break the rules, you have to determine whether the consequences are worth it. Just because he is a superstar doesn’t exclude him from being accountable for his actions like the rest of us. So, kudos to Kelloggs for standing by what they believe in.
You'll never see Tony the Tiger in a Speedo! After thirty days have passed, if there's one person on this comment string who still cares, you can check to see whether Kellogg's lost customers as a result of dissing hemp friendly customers. They did the right thing for their brand. Moms will keep buying frosted flakes and you know anyone with the muchies will go for a bowl too.
Thats what this fight is all about making it legal. There is a war on drugs going on and kelloggs has announced what side it is on. Any company that comes out and says they are at war with me can expect a battle. There are 2 sides i will always do anything i can for my side and anything i can do to the other side. The Kellogg issue is special because they were a supplier for my side, We can get a new munchie supplier more in line with our cause and if you want kellogg to survive as a company your side will have to start buying cookies and cereal. Once you pick what side of the war you are on you will get enemies.
One last thing and I'm done with all of you. I once read a line that has a lot of wisdom to it and it makes a lot of sense here. I get the feeling that the author of this article is making the point that because so many people smoke pot then it should not be a big deal. The problem is that the act is illegal. So here is the line:
What is right is not always popular and what is popular is not always right.
Just because spoking pot is popular does not make it right. And what Kellog's is doing is not popular, but it certainly is the right thing to do for it's purposes.
I agree with Shana. What happened to REAL role models? Has the bar been lowered so much that we now say "just because he smokes a little pot" or "he only got one DUI" then we excuse this behavior. How about the next time he is driving under the influence he kills a child? Do we say "well it was only one child" I am not diminishing his accomplishments; however, why not leverage those to be an example and a leader to look up too? Why not set the bar higher instead of tolerating one who breaks the law and is applauded? While we are at it, why not put A-Rod and all the other atheltes who use steriods and lie about it on the pedestal with Michael. After all they are quite contrite as well. How many of you want your 19 year olds coming home just a little high? It's no big deal one of the greatest athletes of all times is still getting millions from all of his other endorsements. Kelloggs is the only company that had the guts to take a stand. Shame on you Michael Phelps.
I'm starting to think most of the people here who are complaining are pot heads because most of the drug-free, law abiding citizens that I have spoken with agree with Kellog's decision. If you are not a pot head, well I don't know what your problem is, but it is illegal behavior and Kellog's has the right as a company not to have someone who admits to illegal behavior represent their company or it's products. That simple.
I use Hemp Body Soap (Trader Joe's), Hemp Lotion, and I have one sweater made with Hemp and of course I would rather use a little herb to help me get to sleep peacefully and NOT a pill! ;)
Please join one of the groups, MPP, Norml and HELP get his plant legalized once and for all! Stop the madness!
I'm wearing hemp pants right now! It's no myth...
While I understand that smoking marijuana is not the big deal that it used to be, when Phelps signed up to receive endorsements from these companies, it was because of his wholesome image and they obviously did not expect him or maybe even had a clause that protects the reputation of Kelloggs from any embarrasment. He is a grown man and he is dealing with the consequences of his actions, is all. I don't see why I would boycott Kellogs and put more people out of work.
I fully understand not signing a new contract in fact they were not in negotiations to renew it. I am upset they took the opportunity to hold a press conference to bring the issue up. They could have have just let the issue slide but since the media is all over the story they can hold a press conference and get some free publicity. If kellogg was really worried about how parents are going to explain this to their kids they shouldnt be on tv making it an issue.
if anything - they should at least find out how a world class gold medalist is able to do this and still - be a champion,...
i am pissed ,that as an occasional smoker,..my munchie of choice will have to be something new,....
Actually, the bong photo improved Phelps's image in my mind. Before that, I thought of him as a socially immature narcissist. Now he seems to be more like one of the guys. As for Kellogg's, I won't be buying any of their products, which is no big deal, because I haven't had a bowl of cereal in several years anyway.
I think there's more to this story than meets the eye. The fact is, as you said, so many people including young suburbanites indulge in the wicked weed and are left unmolested. But, as soon as he reached idol status it was necessary to recast his image in a certain light. A message needed to be delivered, above all else. Because, I feel, Phelps' image was one of a squeaky clean nice guy who shook hands, raced with Anderson Cooper, and took rides with Mickey Mouse. This doesn't exactly give him street cred or make him into Bobby or Chris Brown, but it sort of makes him more spicy while ruining his endorsements at the same time. By the way, I had him as a friend on my Myspace account, what happened?
I wonder if that creep who sold that photo was also arrested. As for myself, I prefer to eat that hemp cereal on sale at both Trader Joes and Whole Foods. Hemp products could fuel cars, trucks and heat homes, besides clothes and rope. George washington himself advocated the growing and use of hemp. Easier to grow and replant than any other biofuel. Uses much less resources than corn products (ethanol) too.
I used to eat a lot of Kelloggs cereal,
but now the BOYCOTT is on!
We will now watch your sales go----
DOWN!!!!!!!!!!!!!
"But this is 2009. No one gives a damn. In fact..."
Sorry, but THIS someone gave a damn.
If Phelps had been a black boy from the projects, he would have been in jail. If pot-smoking is so non-criminal, why are countless black men locked up for it?
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