Kellogg Company: Tony The Tiger campaign
Robert SchnakenbergOverview
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....