After winning a record-breaking eight gold medals at the Beijing Games, US swimmer Phelps will appear on Kellogg's Frosted Flakes and Kellogg's Corn Flakes cereal boxes from mid-September.
However, some nutritionists have hit out at the move, pointing out that Frosted Flakes (the US equivalent of Frosties) contains three times as much sugar as Wheaties and a third of the fibre. Wheaties traditionally features Olympians on its boxes.
They have argued that Phelps, who already has a sponsorship agreement with McDonald's, is encouraging already overweight American children to eat more.
Douglas Castle, senior advisor to the Children's International Obesity Foundation (CIOF), said: "Public figures like Michael Phelps exert a major influence over our youngsters.
"CIOF believes that celebrities should think twice before choosing to endorse or encourage the consumption of any product which is inherently unhealthful (sic) to children, especially if that product is correlated to obesity, diabetes and a myriad of dangerous conditions."
Marta Cyhan, vice-president of global promotions at the Kellogg Company, said: "Michael embodies the values behind our Frosted Flakes Earn Your Stripes programme.
"As an official sponsor of the 2008 US Olympic team and a proud sponsor of Phelps, it is only fitting that Kellogg Company feature this world-class athlete on its iconic boxes of Kellogg's Corn Flakes and Kellogg's Frosted Flakes cereals."
Phelps is currently appearing in a Visa commercial which celebrates his record-breaking achievement.
The TBWA/Chiat/Day ad is part of Visa's 'Go World' campaign. It features footage showing Phelps' part in the US swimming team's 4 x 100 freestyle relay victory.
Comments
I think Kellogg should sign up Gordon Brown to appear on boxes of Kellogg's Credit Crunch.
That's hilarious isn't it?
People think Frosted Flakes are unhealthy? Have they seen what Michael Phelps eats for breakfast?
How many sports stars appear in Pepsi, Coke, Walkers Crisps, etc ad's. let the guy make some cash out of his awesome success
McMuffin & a Hash Brown by the sounds of it
In the thumbnail image on this story, Michael Phelps really looks as if he's wearing a red halterneck top.
its NONE of your business CIOF. mind your own business and find a life for yourself and stop worrying about what the best swimmer in the world does.
the NERVE of your people to think you should spew your values on someone else.
Daniel Yoder,
1- Actually, this is EXACTLY CIOF's business: children's obesity in the World. Have you got any idea what kind of impact the "choices" of a World Champion like Phelps will have on kids (and/or parents) that will now have him as a role model?
2 - And if this http://www.cdc.gov/nccdphp/dnpa/obesity/trend/maps/ doesn't scare you, then you are beyond logic. Or you are a Brand Manager for Frosted Flakes...
I was reading his diet on the BBC website. It was non too healthy without this over sugared product.
What is the difference between eating Frosty Flakes[which are pre sweetened] and Wheaties that have to sweetened before eating? To me this is just another outcry from the wacco left who seem to think that they have all the .answers. How about an outright ban on sugar and all products containing it?
elo - 25/08/2008
I agree that obesity obviously isn't Phelps responsibility..and that it's overreacting to say that by sponsoring a sugary cereal, he will necessarily be contributing to the epidemic.
But - with all the sponsorship offers Phelps receives, it does seem that it would make more sense for his own personal brand to sponsor a healthier cereal--this could increase/help conserve the value and integrity of his own brand. The very fact that some people Are upset about his sponsoring of a sugary cereal suggests that his brand could be hurt by this endorsement--whether or not that's fair. (And will the $ he earns from Kellogg's offset the losses in future potential earnings..impossible to calculate.)
Dr. Tantillo ('the marketing doctor') has a
branding blog and did a recent post on the Michael Phelps brand, discussing the challenges Phelps will have in leveraging his brand for promotions (lack in popularity of swimming as a sport in the U.S., the fact that his brand is closely tied to the Olympics, which is episodic..) and also pointing out ways Phelps will be able to succeed despite these challenges. The promotional ideas he suggests also have a more intuitive tie to Phelps himself.
Full post
His face scares little children - I doubt sales will benefit from this. *could be wrong
By this logic we should ban Phelps from appearing in TV ads because this is, in a roundabout way, encouraging kids to sit around watching TV all day. He should only appear around swimming pools, gyms, or other athletics-related areas.
It may be simpler to ban him altogether... just to be on the safe side.
Comments
jezwaspsrule - 22/08/2008
I think Kellogg should sign up Gordon Brown to appear on boxes of Kellogg's Credit Crunch. That's hilarious isn't it?
James Teal - 22/08/2008
People think Frosted Flakes are unhealthy? Have they seen what Michael Phelps eats for breakfast?
Mark Smith - 22/08/2008
Pray tell ...
jezwaspsrule - 22/08/2008
Three Weetabix
ed boost - 22/08/2008
How many sports stars appear in Pepsi, Coke, Walkers Crisps, etc ad's. let the guy make some cash out of his awesome success
Christian d'Ippolito - 22/08/2008
McMuffin & a Hash Brown by the sounds of it
Jennifer Whitehead - 22/08/2008
In the thumbnail image on this story, Michael Phelps really looks as if he's wearing a red halterneck top.
Daniel Yoder - 24/08/2008
its NONE of your business CIOF. mind your own business and find a life for yourself and stop worrying about what the best swimmer in the world does. the NERVE of your people to think you should spew your values on someone else.
Alex Caralis - 24/08/2008
Daniel Yoder, 1- Actually, this is EXACTLY CIOF's business: children's obesity in the World. Have you got any idea what kind of impact the "choices" of a World Champion like Phelps will have on kids (and/or parents) that will now have him as a role model? 2 - And if this http://www.cdc.gov/nccdphp/dnpa/obesity/trend/maps/ doesn't scare you, then you are beyond logic. Or you are a Brand Manager for Frosted Flakes...
Peter Hayes - 24/08/2008
I was reading his diet on the BBC website. It was non too healthy without this over sugared product.
gary taylor - 25/08/2008
What is the difference between eating Frosty Flakes[which are pre sweetened] and Wheaties that have to sweetened before eating? To me this is just another outcry from the wacco left who seem to think that they have all the .answers. How about an outright ban on sugar and all products containing it?
elo - 25/08/2008
I agree that obesity obviously isn't Phelps responsibility..and that it's overreacting to say that by sponsoring a sugary cereal, he will necessarily be contributing to the epidemic. But - with all the sponsorship offers Phelps receives, it does seem that it would make more sense for his own personal brand to sponsor a healthier cereal--this could increase/help conserve the value and integrity of his own brand. The very fact that some people Are upset about his sponsoring of a sugary cereal suggests that his brand could be hurt by this endorsement--whether or not that's fair. (And will the $ he earns from Kellogg's offset the losses in future potential earnings..impossible to calculate.) Dr. Tantillo ('the marketing doctor') has a branding blog and did a recent post on the Michael Phelps brand, discussing the challenges Phelps will have in leveraging his brand for promotions (lack in popularity of swimming as a sport in the U.S., the fact that his brand is closely tied to the Olympics, which is episodic..) and also pointing out ways Phelps will be able to succeed despite these challenges. The promotional ideas he suggests also have a more intuitive tie to Phelps himself. Full post
saurabh varma - 26/08/2008
elo, well said
AwallafaShagba - 26/08/2008
His face scares little children - I doubt sales will benefit from this. *could be wrong
Lyndon Morant - 26/08/2008
By this logic we should ban Phelps from appearing in TV ads because this is, in a roundabout way, encouraging kids to sit around watching TV all day. He should only appear around swimming pools, gyms, or other athletics-related areas. It may be simpler to ban him altogether... just to be on the safe side.