Warc index
 

This Company Profile provides key details and analysis of The Kellogg Company, including its latest activities, market position, financial performance, Brands, structure and history, together with onw ...

Special K needed to attract more women to meet its business objectives but its communication had hit a ceiling in relevance and affinity. It became clear that many women did not identify with the perf ...

Kellogg's wanted to further broaden Special K's appeal in the burgeoning slimming market, ideally using a joined up international idea that would appeal to women around the world. A range of diet plan ...

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 mar

The Kellogg Company's humorous "Gotta Have My Pops" campaign, which had been airing on television since 1988, continued to increase brand awareness of Kellogg's Corn Pops r ...

Due to falling sales in 2001, Kelloggs launched the 'Kick-Start' campaign promoting the Special K brand cereal looking at the health benefits of consuming the product. Through the campaign, the produc ...

This short paper argues that the Special K and Roc Anti-Cellulite promotion offered an exceptional, innovative consumer solution – “interior” slimming with the 15 day Special K Slimming Challenge and ...

The All-Bran 'Feel Great' William Shatner Challenge has dramatically halted a ten year sales decline, and put All-Bran back in positive growth. This was achieved by understanding what users really lov ...

Due to advertising regulations, Kellogg’s All-Bran Buds could not specifically state their product offered health benefits. The campaign was designed to highlight the benefits of the product in relati ...

The paper outlines how the brand was in serious decline due to aggressive competition and a reduced media budget. The campaign was based on the brand’s icon figure Toucan Sam and aimed at rebuilding ...

The marketing challenge facing this brand is described as counteracting threats from branded and private label competition. The creative strategy focused on an uncommunicative Yeti with the campaign ...

The paper describes an increasing belief among consumers that Special K was no longer relevant in a world of short-term diet fads. The challenge was to reverse a decade of slow sales decline and re-e ...

The case study explains how All-Bran had lost its relevance to the consumer and people had no motivation to try the brand. These problems were set against a decline in the fibre cereal market. The ch ...

This paper, which won a silver award, shows how an integrated multi-media campaign of PR, ambient, web and TV was used to create a very different brand experience that went far beyond simple enjoyment ...

This case measures the effect that the ‘Two Boys’ campaign had on Kellogg’s Sultana Bran’s brand performance. The brand was in poor health prior to the campaign, facing an ambitious marketing objectiv ...

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 r ...

In the late 1990s Kellogg’s recognised that the snack market was one with huge potential. Consumers have less time to sit down to breakfast and its research revealed that 70% of consumers snacked regu ...

Repositioning an established brand can be bewildering and risky. Kellogg's Special K recently underwent a transition from a brand that sells the benefits of achieving the 'Perfect body' to one that ...

Campaign in 1999 by Leo Burnett for Kellogg's Coco Pops. Response to Europe decision to rename the brand Choco Krispies. TV campaign inviting children to choose what name they wanted.

Campaign in 1998-1999 by J Walter Thompson for Kelloggs Special K. Market background described: brand was in decline, with old franchise. New strategy explained: make women feel Special K has a releva ...

This case study for Kellogg's Nutri-Grain shows how radio played a pivotal role in a multi-media, new brand launch that threw out of the window conventional media planning guidelines in the fmcg secto ...

This DMA Silver ECHO award winner was created by Leo Burnett USA for Kellogg Company. At the time of this campaign, Kellogg was not receiving its fair share of purchases in the pre-sweetened ready-to- ...

You may have thought of Kellogg's Frosties as just being a child's cereal. But, 40 years of advertising with Tony the Tiger has meant that the brand appeals to a much broader audience of consumers; sc ...

Between 1986 and 1992, Kellogg's Coco Pops was one of the most successful cereals on the market. The paper describes the advertising campaign which contributed to this. Previous advertising up to 1984 ...

After several months of trying, Kellogg's were convinced that for specific geographic regions, outdoor could reach target audiences better the television. It would take great copy and placement to mak ...

Second prize paper. All-Bran was a very old fibre cereal, in steady decline since the mid-1980s. Consumers wanted the benefits of fibre, but were switching to other foods (including new cereals) which ...

Coco Pops, launched in 1960, lost consumer support and consequently distribution during the 1970s; the reasons and background are explained. Qualitative and other research however, suggested that a ch ...

How Kellogg's Bran Flakes overcame the prejudice against bran cereals on taste grounds. First prize in sector. The `Tasty' commercial went on air nationally in April 1982, targeted on health-conscious ...

Shows how advertising on milk bottles helped Kellogg's Corn Flakes, from 1981 onwards. The method described. Evaluated by consumer purchasing behaviour using AGB's TCA panel in London and South; a tes ...

Describes the national launch of Kellogg's Super Noodles in 1979. Objective: to establish a major new Kellogg non-cereal brand worth £5 million RSP within 3 years. Advertising objective: to achieve 4 ...