Thank you Kellogg’s

CocoaKrispiesSometimes the things we read need no color commentary, they simply speak for themselves. This is one.

This is an article in about the Cocoa Krispies package shown at left.

Another piece at on the same subject is quoted below,

“On November 4th the Kelloggs Company made the decision to remove the immunity statements from their boxes of Rice Krispies and Cocoa Krispies cereal. A large yellow ribbon across the boxes of these cereals reads; ‘Now helps support your child’s immunity.’ With the country in an uproar regarding the swine flu, critics say that the claim is inaccurate and misleading.

The change was finally decided after the president of the company, David Mackay, received a letter from the San Francisco city attorney Dennis J. Herrera stating ‘The immunity claims may falsely suggest to parents that cereals like Cocoa Krispies are more healthy for their children than other breakfast foods that are not high in sugar and not highly processed,’

He also states ‘The immunity claims may also mislead parents into believing that serving this sugary cereal will actually boost their child’s immunity, leaving parents less likely to take more productive steps to protect their children’s health. At a time when parents are increasingly worried about the spread of the H1NI virus, it is vitally important that parents receive accurate information about what they can do to protect their children’s health.”


About Richard Shear

designer, husband, teacher, blogger, father, athlete, author, historian Richard has over 25 years of brand identity and package design experience, with a wide range of clients such as Ahold, Coca-Cola, Hasbro, IBM, Johnson & Johnson, Pernod Ricard and Procter & Gamble. He began his career working with the legendary advertising art director, and AIGA Medalist, George Lois and the British design manager Clive Chajet. In his next design management position at Lippincott & Margulies, he worked with Walter Margulies learning the complex skills of global corporate identity. He then became Creative Director and Partner at Peterson & Blyth, one of the premier brand identity and package design firms of the time. He is a founding faculty member of the Masters in Branding Program at New York’s School of Visual Arts. He publishes the blog The Package Unseen, and has been a guest lecturer at colleges including FIT, Trinity College and Tyler School of Art. He is a graduate of the Tyler School of Art at Temple University. Richard is a Board member of the AIGA MetroNorth Chapter, past President of AIGA‘s Brand Design Association, President of the Package Design Council and a member of its Board of Directors. He is a member of USA Cycling and US Rowing, a nationally ranked masters bicycle racer, and a member of The Saugatuck Rowing Club, the 2010 Masters Club National Champion.
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