Monkey Business: Building the Coco Pops Brand 1986-1992

Richard Shaw

Between 1986 and 1992, Kellogg's Coco Pops was one of the most successful cereals on the market. The paper describes the advertising campaign which contributed to this.
Agency: Leo BurnettAuthor: Ruchard Shaw

Monkey Business: Building the Coco Pops Brand 1986-1992

SUMMARY

Coco Pops is a chocolate-covered, rice-based children's cereal made by Kellogg. Between 1986 and 1992, it was one of the most successful cereals on the market. Sales volume increased by 90%; value by almost twice that. Market share increased by 60% and brand penetration by 65%, while frequency of purchase grew and was maintained. Brand profitability increased fivefold.

The paper examines the possible causes of this growth exploring, in turn, the roles of overall market growth, population change, changing attitudes towards chocolate,...

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