New England Patriots quarterback Tom Brady has attacked two icons of the American food industry, Frosted Flakes and Coca-Cola.
Tuesday, the 38 year old NFL player referred to the sugary cereal and soft drink as "poison for kids," during his weekly radio interview on WEEI's Dennis and Callahan" program.
His first dig came against Kellog's Frosted Flakes breakfast cereal.
"I think we've been lied to by a lot of food companies over the years, by a lot of beverage companies over the years. But we still do it. That's just America, and that's what we've been conditioned to. We believe that Frosted Flakes is a food...You just keep eating those things, and you keep wondering why we have just incredible rates of disease in our country. No one thinks it has anything to do with what we put in our body."
Brady's assault continued on the beverage giant, Coca-Cola.
"The fact that Coke can sell that to kids? I mean, that's poison for kids. But they keep doing it."
Branding expert Thomas Ordahl, chief strategy officer at Landor, questioned Brady's playbook, convinced he is giving off the "wrong signals" by being so opinionated
"Seems Brady is trying to deflect, or deflate, criticism by going on the offense. Calling these products poison is hyperbolic and undermines his credibility. He would do better at building his brand by asserting a positive message to the marketplace," said Ordhal.
Matt Rizzetta, CEO of the consumer branding agency N6A, believes Brady's bark is worse than his bite, at least when it relates to brand awareness.
"The Brady brand still holds consumer influence, particularly in the youth demographic," said Rizzetta. "But just weeks removed from "deflategate" the traditionally clean cut Brady brand comes with a smear and a myriad of question marks that didn't exist previously. This makes the comments slightly less impactful than in the old days."