Components

Case Study

That’s So Gay: Kellogg’s Faces Backlash to its “Together With Pride” Cereal

Paul E. Olsen, Saint Michael’s College, Brandon Mitchell, Saint Michael’s College
December 1, 2022
SKU:
BUS-009039
Region: 
North America
Topic: 
Marketing & Sales, Strategy & General Management
Length: 
3 pages
Keywords: 
marketing, brand activism, brand authenticity, Pride Month
Student Price: 
$4.00 (€3.75)
Average rating: 
0

This critical incident is about Stacy Flathau, Senior Director of Corporate Communications at Kellogg, and Kellogg’s foray into brand activism with its limited edition Together With Pride cereal. The cereal, released during Pride Month in partnership with GLAAD, a national LGBTQ advocacy group, was criticized by conservative groups with an anti-gay agenda as an abomination that promoted unnatural sin and vice. The questions for Flathau were whether the foray into pro LGBTQ brand activism was worth the backlash and whether Kellogg should continue its relationship with GLAAD.

Learning Outcomes: 

In completing this assignment, students should be able to:

1. Explain the risks of brand activism

2. Analyze brand authenticity

3. Examine the relationship between brand activism and brand authenticity