In a surprising turn of events, Tony the Tiger, the iconic mascot of Kellogg’s Frosted Flakes, was spotted walking the red carpet at the 76th Tony Awards alongside transgender influencer Dylan Mulvaney. The event, held at the United Palace Theater in New York, saw the duo posing together for photographs that have sent shockwaves through conservative circles.
Tony, renowned for his affable persona, was seen gallantly holding the hem of Mulvaney’s dress while offering his arm as they strolled down the carpet. The reason behind Tony’s appearance at the prestigious awards ceremony was to present golden cereal bowls featuring the company’s beloved Frosted Flakes cereal. Laura Newman, the senior director of brand marketing at Kellogg Company, expressed Tony’s enthusiasm for celebrating the talent on display, promising a new ‘Tony’ moment after the final curtain.
However, the tiger’s photo-op with Mulvaney has raised eyebrows, sparking concerns about a potential collaboration between Kellogg’s and the transgender influencer in future marketing campaigns.
For many, the question arises: why would a company with such a broad and diverse consumer base even consider associating with Dylan Mulvaney, especially in the aftermath of the Bud Light debacle? The answer to this question has left conservatives in a state of disbelief, with some even calling for a boycott of Kellogg’s.
Prominent political strategist and fundraiser, Joey Mannarino, minced no words in his condemnation of Kellogg’s association with Mulvaney. In a scathing tweet, Mannarino declared, “Folks, we have a new boycott to add to the list, and I’m truly sorry to say it because I love this brand. The Frosted Flakes mascot, Tony the Tiger, has just posed for a photo with Dylan Mulvaney and even acted like a fan. That’s always been my line. You associate with Dylan Mulvaney, and you’re done with me.”
Tony the Tiger spotted with Dylan Mulvaney on the Tony Awards red carpet
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— Vulture (@vulture) June 11, 2023
Mannarino went on to reveal his plan to replace Frosted Flakes with Froot Loops in his breakfast routine, underlining the potential consequences for Kellogg’s.
Dylan Mulvaney, who has been vocal about the need for brands to fully endorse the transgender movement, asserted, “If a brand wants to work with me so badly, then they should work with other trans people too. It’s not enough to just hire me, this white, skinny trans girl. I want all the dolls getting all the brand deals.”
The cautionary tale of Bud Light serves as a stark reminder of the perils that await brands that take a stance in the ongoing culture war. Anheuser-Busch, the parent company of Bud Light, has suffered a cumulative loss in market capitalization totaling $27 billion. Furthermore, Bud Light has surrendered its status as America’s top-selling beer, with sales plummeting by over 20 percent. Some experts in the beer industry predict that Bud Light may never fully recover from the repercussions of its marketing misstep.
Given the fallout from the Bud Light collaboration, one would expect most consumer brands to steer clear of any association with Mulvaney. As the culture war rages on, taking sides has proven to be a risky proposition for brands like Bud Light and Target, which have witnessed customer backlash.
It remains to be seen whether Kellogg’s Frosted Flakes will heed these lessons and proceed with a partnership with Dylan Mulvaney. The potential for a boycott looms large, and the consequences for Kellogg’s could be significant in the coming days.
In the midst of this ever-evolving landscape of brand risks and cultural clashes, Kellogg’s has placed itself at the forefront of controversy, leaving both its loyal customers and conservative observers to ponder the uncertain path ahead.