Vector: Get Out What You Put In

When launched into the Canadian market in 1999, Kellogg's positioned its Vector fortified cereal brand as a meal replacement food for obsessive exercise enthusiasts.

Vector: Get Out What You Put In

Leo Burnett

Section I — Basic information

Business Results Period (Consecutive Months):May 2010 -May 2011
Start of Advertising/Communication Effort:April 12 2010
Base Period as a Benchmark:May 2009-2010

Section II — Situation analysis

a) Overall Assessment

"JUST BECAUSE IT WORKED FOR NIKE…"

This is a story about how a brand that first found success by emulating other sports brands, but then suffered through a period of stagnation, was able to find its second wind.

From the time it first hit the cereal aisle in 1999 Vector had an identity crisis. It...

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