"Like most Americans, and like Michael Phelps himself, we were disappointed in his behavior. Also like most Americans, we accept his apology. Moving forward, he remains in our plans." — Subway
The statement reportedly came late today after speculation that Subway intends to drop Olympian Michael Phelps' sponsorship deal. Apparently, Subway is simply pushing back promotion plans until the smoke clears.
Kellogg Co. (Kellogg's) was less understanding. Yesterday, it said it would not renew its sponsorship because of the photo. However, some speculate it was Honey Nut Cheerios that did him in last December.
Should Kellogg's Have Dumped Michael Phelps?
For all the kudos we gave Kellogg's in its handling of the peanut recall, it seems this one wasn't handled with the same crisis communication savvy. Regardless of how one feels about the Phelps photo and subsequent apologies, the Kellogg's contract was coming to a close anyway. It would have been best to let it close quietly.
Instead, the company's reaction to the photos has made Kellogg's the story. And I mean that very literally. Psychology Today made John Harvey Kellogg the story, apparently asking if Kellogg was consistent with the company's image.
Obviously, Kellogg's missed the research that suggests an image isn't what you say it is, but rather what other people say it is. They also missed that celebrity endorsements have always been a mixed bag. Now they've lost on this one, twice.
Meanwhile, comments of support continue to be left on Phelps' Facebook account after he posted his appreciation today:
Hey guys - thanks for your comments. I really appreciate you standing by me…this has been tough…I meant what I said, I made a mistake and I’m sorry. And for those who are mad at me or no longer support me, all I can say is I'm sorry.
This is in no way an expression of support for Phelps' actions. As our Fragile Brand Theory suggests: it is always more important to stick with your image — whether you choose a halo or horns — than the choice you make.
