Do you know who this is?

(Exactly)

Do you know who this is? (Exactly) Fred

Do you know who this is? No? This man had a dream

A dream of stopping masturbation. Yes, masturbation.

He was called John Harvey Kellogg and he was born in 1852. This man was a doctor
who was very uncomfortable with people touching themselves and sex because
he thought it caused mental, physical and emotional health damage. So much that he
personally abstained from it and never consummated his marriage. For John,
masturbation was a sin and it had several symptoms including defective development,
mood swings, fickleness, bashfulness, boldness, bad posture and acne.

For John, the solution to all of this was a healthy diet. He thought that meat and
certain flavourful foods increased sexual desire, and that plainer food, especially
cereals and nuts, could decrease it. So, he developed a few different breakfast
cereals, including corn flakes. To sell them to the public, he partnered with his
brother, a bookkeeper named Will.

The issue was that Will wanted to add sugar to the flakes to make them more
tasteful, however, John didnt want to. Basically, they split up and Will started
selling the cereals through his own business, which became the Kellogg Company.

The Kellogg Company is an American multinational food manufacturing

company headquartered in Battle Creek, Michigan, United States. Kellogg's
produces cereal and convenience foods, including cookies, crackers, toaster
pastries, cereal bars, fruit-flavored snacks, frozen waffles, and vegetarian foods.
Kellogg's products are manufactured in 18 countries and marketed in over 180
countries. The European headquarters is in the United Kingdom.
Kellogg's was founded as the Battle Creek Toasted Corn Flake Company on
February 19, 1906, in Battle Creek, Michigan, United States by Will Keith
Kellogg as a result of his work with his brother John Harvey Kellogg at the Battle
Creek Sanitarium where he worked as a bookkeeper.
The company produced and marketed the hugely successful Kellogg's Toasted
Corn Flakes (the first product the company ever sold) and in 1922 was renamed
the Kellogg Company.
From 1969 to 1977, Kellogg's acquired various small businesses including Salada
Foods, Fearn International, Mrs. Smith's Pies, Eggo, and Pure Packed Foods.
In 1983, their competition did better then them in marketing and product
development which made their share hit drop. This lead Kellogg's chairman
William E. LaMothe to improve the company, so he started a campaign to
emphasize cereal's convenience and nutritional value, as a result they helped
persuade U.S. consumers age 25 to 49 to eat 26% more cereal than people of that
age ate five years prior. Kellogg's also introduced new products including Crispix,
Raisin Squares, and Nutri-Grain Biscuits and reached out internationally with
Just Right aimed at Australians and Genmai Flakes for Japan. During this time,
the company maintained success over its top competitors: General Mills and Post.
In March 2001, Kellogg's made its largest acquisition, the Keebler Company. Over
the years, it has also gone on to acquire Morningstar Farms, Kashi, the Bear
Naked, Natural Touch, Cheez-It, Murray, Austin cookies and crackers, Famous
Amos, Gardenburger and Plantation brands. Presently, Kellogg's is a member of
the World Cocoa Foundation.
In 2012, Kellogg's became the world's second-largest snack food company (after
PepsiCo) by acquiring the Pringles potato crisps brand from Procter & Gamble
for $2.7 billion in a cash deal.
Controversies:
Questionable nutritional Value: Food bloggers and the press question the
marketing methods used by cereal manufacturing companies such as
Kellogg's, due to their high sugar content and use of ingredients such as
high-fructose corn syrup.
They have had two cereal recalls do to possible contamination of the cereal
with little pieces of metal, one in 2010 and another in 2012.
Advertising claims: In 2010, claims were made against Kellogg's by the
Federal Trade Commission (FTC) because they thought that Kellogg's was
making unsubstantiated and misleading claims in advertising their cereal
products. One of the most important claims was in July 2012, when the UK
banned a "Special K" advertisement due to its citing caloric values that didnt
take into account the caloric value of milk consumed with the cereal.
The Kellogg's Company is a strong defender of human rights, anti-racism
organizations and of the environment. However, in 2016 the Kellogg's
company was involved in a Human rights scandal because their palm oil
provider Wilmar International profited from 8 to 14-year-old child labor
and forced labor and some workers were extorted, threatened, not paid for
work and some suffered severe injuries from chemicals such as Paraquat.
Kellogg's alleged not being aware of the child abuses but Amnesty's human
rights director did not believe them.

Various methods have been used in the company's history to promote itself:
Kellogg's was a sponsor throughout the run of the hit CBS panel show What's My
Line?
Kellogg's is a sponsor of USA Gymnastics and produces a Kellogg's Tour of
Gymnastics, which is a 36-city tour held after the Olympic games and featuring
performances by recent medal-winning gymnasts from the United States.
 The design of the Kellogg's logo by Ferris Crane
The jingle "K E double-L, O double-good, Kellogg's best to you!"
Several ads which included the present mascot
Now, I am going to show you some commercials.
Another form of publicity was trough prizes and premiums: Will Kellogg was the first to
introduce prizes in boxes of cereal. This marketing strategy has produced thousands of
different box prizes that have been distributed all over the world. It started in 1945 when
the company inserted a prize in the form of pinback buttons into each box of Pep cereal.
Pep pins have included U.S. Army squadrons as well as characters from newspaper
comics and were available through 1947.There were five series of comic characters with
18 buttons in each set, however, the superman button appeared in all the sets due to
the close association between Kelloggs Pep and the Adventures of Superman radio
show. Therefore, there were 86 different comic buttons in the collection.
Another prize available at the time was The Funny Jungleland Moving Pictures Book
which was given to the customer in the store with the purchase of two packages of the
cereal. However, in 1909, Kellogg's changed the book giveaway to a premium mail-in
offer for the cost of a dime, which is 10 cents. This premium had over 2.5 million copies
that were distributed in different editions over a period of 23 years.
For each type of cereal, the Kellogg company has different mascots. For the cocoa Hoots
cereal, the mascot is called Newton and was an owl. In the cocoa Krispies cereal, known
as Chocos in Europe, there are various mascots like Jose (a monkey), Coco (also a
monkey), Melvin (an elephant), Snagglepuss (which is an Hanna-Barbera character), Ogg
(a caveman) and Tusk (another elephant). For the Corn Flakes cereal, the mascot is
Cornelius, the rooster. For the Frosted Flakes cereal, Tony the tiger; For the Froot Loops
cereal, Sam the toucan; for the Raisin Bran cereals, Sunny the sun; for the Rice krispies,
Snap, Crackle and Pop and many more.
Another way to promote the brand was through motorsports. Kelloggs has sponsored
several champion drivers and it has placed Dale Earnhardt, who won 13 times, on
Kelloggs Corn Flakes boxes and also placed Jeff Gordon, also a champion, on the Mini
Wheats box. Furthermore, in 1996, the company produced a special box with Dale
Earnhardt, Dale Jarrett, Jeff Gordon and Terry Gordon.
To call attention to the brand, the company decided to release a PC game, named
Mission Nutrition. This game came free with special packs of cereal. The users could play
as Tony the tiger, Coco the monkey, or Snap, Crackle and Pop.
Kelloggs has also released toy cars that have the companys logo on them and,
occasionally, their mascots.
Kelloggs is present in more than 180 countries including Portugal and that is why we
can provide you the cereal you are eating.
To sum up, Kellogg's was a ginormous company that had its origin in a dream, so, never
stop dreaming!
Thank you for your attention.