Between 1952 and 1995 Kellogg’s are
said to have spent more than $1 billion
promoting Frosted Flakes with Tony’s
image, while generating $5.3 billion in
gross US sales. Tony has appeared on
bowls, money boxes, pyjamas and even
a hot air balloon that can be seen at
international events. But surveys by
consumer rights groups such as
Which? find that high numbers of
people (over 75 per cent) believe that
using characters on product packs
makes it hard for parents to say no to
children. In these surveys Kellogg's
come under specific scrutiny for
Frosties, which are said to contain one
third sugar and more salt than the Food
Standards Agency recommends. In
response to such accusations Kellogg's
have said ‘We are committed to
responsibly marketing our brands and
communicating their intrinsic qualities
so that our customers can make
informed choices.’
Food campaigners claim that the use
of cartoon characters is a particularly
manipulative part of the problem and
governments should step in to stop
them being used on less healthy
children’s foods. But in 2008,
spokespeople for the Food and Drink
Federation in the UK, said: ‘We are
baffled as to why Which? wants to
take all the fun out of food by banning
popular brand characters, many of
whom have been adding colour to
supermarket shelves for more than
80 years.’198/199Working with ethics- Is it more ethical to create
promotional graphics for ‘healthy’
rather than ‘unhealthy’ food
products? - Is it unethical to design cartoon
characters to appeal to children
for commercial purposes? - Would you have worked on
this project, either now or in
the 1950s?
If it doesn’t sell, it isn’t creative.
David OglivyI studied graphic design in
Germany, and my professor
emphasized the responsibility that
designers and illustrators have
towards the people they create
things for.
Eric Carle (illustrator)Title: Basic Design-Thinking
Client: QPL Size: 160mmx230mmaction
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