I think the impression is not what Kellogg's intended

Now available in meerkat and baby seal flavors!
Originally uploaded by booleansplit

Is this Kellogg's idea of "green" marketing?

It's certainly attention-getting, but I think it attracts the wrong kind of attention. The decision to use close-up photos rather than illustration may have something to do with it. Maybe even an action shot, with some blur.

This borders on distasteful. I wonder if they test-marketed the package design.
Now, the competition DOES use illustration (Nature's Path EnviroKidz brand - see it here). But for Kellogg's, something other than a close-up shot might have worked. Or just one animal, rather than a group? Maybe that's what doesn't work here.