Dylan Mulvaney, a transgender influencer, caused a stir at the 76th Tony Awards by posing with Tony the Tiger from Kellogg’s Frosted Flakes. Mulvaney wore a black diamond-embellished gown with a mesh corset that exposed his shoulders. The photos of Mulvaney and Tony the Tiger exchanging smiles and laughs may hint towards a possible collaboration between Mulvaney and Kellogg’s Frosted Flakes.
However, if Kellogg’s chooses to work with Mulvaney, they could face intense backlash from the conservative community. Mulvaney recently participated in an LGBTQIA+ campaign with Bud Light that cost the beer company, Anheuser-Busch, $27 billion in market value. This demonstrates a clear disrespect for conservative values and may signal Kellogg’s support for controversial social issues.
Moreover, other brands such as Target, Nike, Cracker Barrel, and Kohls have already witnessed the negative consequences of releasing pride-related merchandise. Target’s shares have plunged 20% since mid-May, eliminating $15 billion in market value due to investor concerns about inflation’s impact on shoppers. The release of a Pride-themed clothing line for children and “tuck-friendly” women’s swimsuits that allow trans women who have not had gender-affirming operations to conceal their genitalia only added to the decline.
Kellogg’s should be cautious about making any partnerships that may offend their conservative consumers. It is not worth the potential backlash and damage to their reputation. In a polarized society, neutrality in controversial social issues may be the best approach for companies interested in maximizing their profits.
The brand must consider the negative repercussions of partnering with a controversial influencer like Mulvaney. Kellogg’s should prioritize their loyal conservative customers over pleasing a vocal, but often divisive, group of social activists.
