The Kellogg's Pop Tarts Brand; Case Study - By Lance Winslow

[Lance Winslow]

By Lance Winslow


Recently, in the news Kellogg's pulled the endorsement of Michael Phelps the world's greatest swimmer in human history and eight time gold medal winner in one Olympic Games. Apparently, our society doesn't tolerate certain things or at least Kellogg's felt his behavior on one occasion was inconsistent with their corporate values.

Of course, we know that is nonsense, because Kellogg's is not so much about values as it is selling its products. As folks line up with opinions on both sides of that controversy, which will soon be forgotten from our mass media news, Kellogg's is off and running promoting their Pop Tarts brand in conjunction with an Indian Jones movie; Kingdom of the Crystal Skulls.

This time their ingenious marketers have imprinted edible ink onto the individual Pop Tart frosting and kids now can't wait to open the silver wrappers to see what is printed on the 2-individual pop tarts inside. Kellogg's also was able to limit the amount of frosting on top, by distracting the kid's with the imprinted message; which is a question of movie trivia about the Kingdom of Crystal Skulls.

Additionally, each of the Pop Tart's questions is part of a contest to see if the child can answer them all and reach the top of the Pyramid, which is symbolized in the movie. All-in-all one has to admit that this is a creative branding experiment and the kids ought to like it. Question is will the adults who also buy the "Brown Sugar Cinnamon" Pop Tarts?

Personally, I did not like the package as it was confusing when I went to find the Brown Sugar Cinnamon Pop Tarts on the self. I was confused and almost bought the "Store Brand" imitation product. But, I've tried those before and like Kellogg's original Pop Tarts better. Thus, I bought the Kellogg's Pop Tarts, which were the Indian Jones style, but promised to be brown sugar cinnamon.

From a personal consumer standpoint; I was highly disappointed and did not like the taste, it was not what I expected, and thus, I now wonder if I can trust the consistency of Kellogg's. I'd take them back, but I'd feel stupid in doing so, plus I already ate one package. This makes strike two with Kellogg's in my opinion. First, for cutting their branding contract with Michael Phelps and two, for ruining my Pop Tart Experience, so if you are branding student, this case study I hope will make you think deeper.

By Lance Winslow