Kellogg Company: Tony The Tiger campaign (1950s-1990s)

In 1998 the Kellogg Company was the world's largest maker of ready-to-eat cereals (ahead of General Mills), with a U.S.

Kellogg Company: Tony The Tiger campaign

Robert Schnakenberg

Overview

In 1998 the Kellogg Company was the world's largest maker of ready-to-eat cereals (ahead of General Mills), with a U.S. market share of 32 percent. The company made 12 of the top 15 cereals in the world, including All-Bran, Froot Loops, Kellogg's Frosted Flakes, Rice Krispies, and Special K. Kellogg also produced other grain-based convenience foods such as frozen waffles (Eggo), cereal bars (Kellogg's Nutri-Grain), pastries (Pop-Tarts), bagels (Lender's), and snacks (Rice Krispies Treats). Expanding overseas, the company manufactured its products in some 20 countries and sold them in nearly 160....

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands