Kellogg's Coco Pops: Kids get the vote
Annette Mathers, Institute of Practitioners in Advertising, IPA Effectiveness Awards, 2000
Kellogg’s Coco Pops faced increasing competition from rival brands and supermarket own label products.
Kellogg’s Coco Pops faced increasing competition from rival brands and supermarket own label products. To make matters worse, it changed the name of the brand to Choco Krispies as part of a regional realignment. Kids and their mums were confused. In response, Kellogg used interactive advertising on TV and the internet to get kids to vote on the name. It received one million votes – 15% of all children in the target age group, and sales rose by over 20% on the preceding year.