Agency: J Walter Thompson | Author: Andrew McCowan |
Kellogg's Frosties - Riding the tiger to success: beyond television
You may have thought of Kellogg's Frosties as just being a child's cereal. But, 40 years of advertising with Tony the Tiger has meant that the brand appeals to a much broader audience of consumers; school-age children, older teenagers/young adults and 'young at heart' adults.
This paper explains how planning found a way to guide the evolution of Tony the Tiger to a point where we were able to use him as the unifying brand device for Frosties, working across...