Kellogg’s true target audience

February 17, 2009

By tOkKa

Kellogg’s recently dropped its endorsement with Olympic gold medalist Michael Phelps. The company concluded that the photos of Phelps with a marijuana pipe were “not consistent with the image of Kellogg.” Many people seem to disagree with Kellogg’s classification of their “target audience.”

I would assume Kellogg’s target audience would be mothers and young kids. Kellogg’s produces products such as Cheeze-Its, Pop-Tarts, Yogos, Eggo waffles, Famous Amos cookies, and more. They are the leading producer of convenience foods and ideal snacks for kids. However, according to some, these snacks appeal to another important audience: marijuana users. Kellogg’s snacks may also be recognized as the convenient munchie for the occasional pot smoker.

Marijuana is said to be the most popular illicit drug used in America. Being such a large audience themselves, it would only be natural for marijuana users to have a strong reaction to Kellogg’s disapproval of Phelps. Many people will no longer support the company that discriminates against the lifestyle of a marijuana user.

I did a quick sweep on Google and found several articles highlighting the recent boycott on Kellogg’s. The Washington Post featured an article where groups such as the Marijuana Policy Project called Kellogg’s decision, “hypocritical and disgusting.”

Take a look at Saturday Night Live’s Seth Myers and his opinion about Kellogg’s actions against Phelps. Do you think Kellogg’s misjudged their target audience?

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