The Cereal Conspiracy

After a long hiatus from blogging I am making my triumphant return. Okay, well, my return. We'll wait and see how triumphant it is. As someone who makes their living as a marketer, I can't help but scrutinize the various marketing messages that I encounter throughout my travels and the other day I had an epiphany. Let me explain.

It's common in marketing to look for simple approaches to convey your message. Sometimes templates or formulas are created and marketers blindly follow them. You find something that works and then you simply trade out the details to make it fit your product or service. It doesn't always work and in many cases leads to "bad advertising" but on the plus side keeping it simple has its merits.

So the other day I was talking to someone at work, standing at their desk, and I noticed they had a cereal box on their desk. It was Fruity Pebbles. Upon inspection of the box design I saw that the main graphic on the front was Fred Flintstone with a giant bowl of Fruity Pebbles behind him. There was a large scooping device made out of two spoons tied together with an extending arm attached to it. The scooping device was attempting to scoop the pebbles out of the bowl. Who was holding the scooping device? Good question. It was none other than Barney Rubble. If you're familiar with this cereal and its commercials you'd know that the concept is that Barney is always trying to get some of Fred's Fruity Pebbles. So I'm thinking all this and that's when it hit me. Many popular kid's cereals are marketed with this same core concept: The cereal is really good tasting. Someone has the cereal. Someone else wants the really good tasting cereal and tries to steal it.

Let's think about this. Pebbles: Barney stealing from Fred. Lucky Charms: The kids trying to steal the Leprechaun's cereal. Trix: The rabbit trying to steal from the kids. Cookie Crisp: The crook stealing from the children. What kind of message are we sending to our children?

"Look, this cereal tastes so damn good that you'll be willing to steal to get it. So good in fact that you would risk being arrested just to get your lips on this stuff."

I'm sure there are other examples that I'm just not thinking of. Of course, not all kid's cereals take this approach but I think enough of them do to make us at least take note. So the moral of this story is that not only are sugary kids cereals bad for your health but they could inadvertently land your child in prison.