Kellogg's Coco Pops: Saving 50 years of fun

This case study explains how Coco Pops, the cereal brand owned by Kellogg's, changed its advertising to comply with restrictions around advertising to children whilst retaining its 'fun' positioning.

Kellogg's Coco Pops: Saving 50 years of fun

Angela MorrisJWT Sydney

Saving fifty years of fun

This is a story of how - in the face of increasingly stringent marketing regulations -planning saved one of Australia's most loved kids brands from having to lose its most valuable equity, fun.

Kids love Coco Pops. The unique 'just like a chocolate milkshake, only crunchy' cereal, has brought fun to the breakfast table for generations of kids (and adults) since 1959. However, over the last few years several factors had combined to put serious pressure on the brand and threaten its future....

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