Kellogg's Corn Flakes: Adding the Value to the Brand

Jeremy Elliot

1978-9 campaign to revitalise Kellogg's Corn Flakes. The brand's dominant position was being eroded; some new vitamins were added.
Agency: J Walter ThompsonAuthor: Jeremy Elliot

Kellogg's Corn Flakes

Adding value to the brand

BUSINESS BACKGROUND

An established market leader, Kellogg's Corn Flakes provides a combination of tastiness, crispness and 'refreshing-ness' that has made 'the sunshine breakfast' the most popular of all cereals in the UK. In the 1970s, however, its share was eroded. The main causes were as follows.
  1. The decline of bacon-and-egg put more reliance on cereal as the main, or only, food eaten for breakfast. This in turn raised consumers' need for substantiality and nourishment in their cereal, qualities which...

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