JoNova

A science presenter, writer, speaker & former TV host; author of The Skeptic's Handbook (over 200,000 copies distributed & available in 15 languages).


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Kelloggs sells Social Justice Cereal, calls half the population names and posts $53m loss

The new marketing move by Kelloggs to insult half its customers doesn’t seem to be working out too well. Last year Kelloggs jumped into politics by loudly cancelling advertising on Breitbart saying the new media outlet didn’t fit their values. It was an attempt to punish the big winner in the new media for reporting politically incorrect news. Breitbart responded with the DumpKelloggs petition, and 436,000 people pledged never to buy Kelloggs again.

The company has now reported a $53 million dollar loss in the fourth quarter. It’s shutting down 39 distribution centres, potentially sacking 1,100 workers. Kelloggs share prices are back to where they were a year ago, but Kraft-Heinz is up 31%, and Post is up by 37%. Hey, but it could be a coincidence.

To get some idea of the depth of the goodwill crater left by the Kelloggs political bomb, check out Chiefio’s Bye Bye Kelloggs flaming rant last December. He won’t give a trigger warning, but tells people who need one to “get out now”. I’ve picked a tamer paragraph:

 Dear Kellogg’s:

We, the Average Joe and Average Jane have put up with this Protest Shit to the absolute limit, and [...]

In brave PR move Kelloggs cancels Breitbart advertising and calls millions of its own customers “bigots”

It’s a novel marketing ploy to reach all the people who buy their breakfast cereals according to where they don’t advertise. It’s bound to appeal to at least three or four people, but at the risk of offending half the population.

I suspect that not too many kids plague mom and dad to buy Fruit Loops because it doesn’t support the evil Breitbart news outlet. (That’s the same one whose leading editor was so disconnected from the cereal-buying-masses that he backed the winning candidate for leader of the free world, and got a job as his right hand man. A media group on “the fringe”, eh?)

Politics is the new religion. What else explains this this latest marketing disaster, which will appeal to all the people who buy Wheeties because it’s a Democrat cereal. Investors are running. Kelloggs stocks dropped another 1.4% today.

It started when Kelloggs announced it wouldn’t advertise on Breitbart because of “values”:

Kellogg on Tuesday said it would pull its ads from Breitbart News after consumers notified the manufacturer that its products were appearing on the [...]

Anti-PC Fun: Get “30 years” if you are sexist against a privileged white woman with a blog :-)

Never ever take the thought police seriously.

I’m not sexist, I’m not racist, I’m not ageist.

We just hate old white men.

Comedian: Neel Kolhatkar, Melbourne. | Youtube.

UPDATE: I’m reminded of this Sydney Morning Herald article two weeks ago. “Seven words you didn’t know were racist”. (Kaffir Lime. Peanut Gallery. Barbarian. Paddy Wagon. Gyp. Bugger and Sold down the River.) We can always rely on the SMH.

h/t warcroft