How crazy good revitalized the pop-tarts brand

Kellogg’s Pop-Tarts had been a market leader for 25 years but, in 2003 alone, main competitors Nabisco and Quaker, had introduced over fifty new products in the breakfast category, aimed at taking market share from Pop-Tarts.

How crazy good revitalized the pop-tarts brand

BUSINESS SITUATION

Since its introduction to the marketplace in 1964, Kellogg's Pop-Tarts brand has achieved unprecedented growth and category superiority. Pop-Tarts had successfully grown sales and market share for over 25 consecutive years.

By 2004, the future was looking tough, with brand growth starting to slow down significantly. The Kellogg's and Leo Burnett team had begun focusing on stretching the brand to new targets, such as adults and moms, while neglecting what historically was the key target of the brand…kids 10 to 12 years old.

In 2003, there were over 50 new products...

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