Kellogg's Takes on "Fake Flakes" with Laser Defense System

Well...here's a way to fight off private label copy-cats.

According to the Daily Mail,  Kellogg's has been so concerned about cereals in similar packages, that it will now be laser-zapping its logo on individual flakes.

While I'm personally fascinated that they can actually do this, I have to wonder.

Is it really the logo that sells product?   Or is it the taste?

Typically it is the taste.  But a corn flake is a corn flake, and I'm sure it's fairly easy to duplicate as a private label manufacturer.  Reverse engineer corn flake...and presto!  You have a product that is confused for the original.

This puts Kellogg's in a tough position.  In the past, it was the strength of the manufacturer's brand that carried them.  Today, it starts with the product. 

Do they truly believe that today's consumer will look into the bowl, notice that each flake is not emblazoned with the Kellogg's logo, then proceed to toss the fake flakes in disgust?

If consumers are truly confused because the private label brand tastes as good (or better) than the branded product, the brand is in trouble.  Big trouble.

Comments

[Rachel Geller]

Surely consumers knew they were or were not buying Kellogg's when they reached for the box in the store. So following the logic, this is meant only for loyal users, to further 'imprint' their brand preferences. I can't really see how this would help get occasional or competitive users back. Brand imagery/a character/the brand story would be a much more powerful way for people to think - gotta have the real corn flake.

[True Religion Jeans]

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[Luella]

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