Friday, September 09, 2005

Not only athletes

The Springfield, MO News-Leader reports that Kellogg's Corn Flakes will feature Drury University's SIFE (Students in Free Enterprise) team on upcoming boxes. The national champion team has actually appeared on Kellogg's boxes in the past.
The reality is that only 250,000 boxes will be issued, which is quite small, but if distributed strategically could be a smart move by Kellogg. Otherwise, the vast majority of us who have never heard of SIFE (or care about it) will pass by the box.
Athletes have typically received the most cereal box exposure, so it is good to see other individuals and groups recognized. My concern, however, is that this trend carried too far and indiscriminately will backfire on cereal companies because few will be interested in these lesser-knowns. It's a reality of marketing.

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