Subject Index
 

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 ...

Despite a 40% penetration in households, Kellogg’s the producer of the cereal, Weetabix, decided to reinvent the message of its advertising to increase growth and price whilst retaining penetration. T ...

This article discusses three US brands - Quaker Oats, SmartShop and Tommy Hilfiger - to illustrate how they are all seeking to improve the retail experience for shoppers. This includes adaptation for ...

Despite increasing consumer skepticism, Quaker Oats, prior to its takeover by Pepsi-Co, ran the advertisement campaign ‘Warms you, Heart and Soul’. It looks at the role of the product in relation to m ...

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 ...

Despite its status as leading cereal the Cheerio’s brand owned by General Mills sought to reinvent its ageing message. The campaign sought to move away from the previous model of relying on the health ...

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 ...

Celebrating 100 years in existence in 2006, 'the original sunshine breakfast' of Kellogg's Corn Flakes is the oldest and one of the most well-known cereals in the UK. Almost three million bowls of Kel ...

Cereal makers around the world manufacture hot and cold breakfast foods and related products from milling and processing various grains. This paper provides a snapshot summary of the global industry, ...

This paper covers establishments that manufacture cereal breakfast foods. The United States has the fourth highest per capita consumption rate of cereal in the world (behind Ireland, England, and Aust ...

Post Healthy Classics (PHC) - a trademark comprising Shredded Wheat, Grape-Nuts, and Raisin Bran - reversed double-digit sales declines to post 9% growth. It achieved this turnaround by marrying a cor ...

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 ...

This paper outlines how advertising helped take Weetabix to number one in value terms in ready to eat cereals. It outlines the strategy behind the brand’s re-launch in 2002 and demonstrates how this s ...

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 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 ...

Objectives To reinforce the belief of mothers that Weet-Bix is nutritionally good overall for their kids, to re-establish it as the number one breakfast cereal. As part of the long-term brand strategy ...

The media strategy idea was simple - to link Twisties to the hottest and most appropriate programme on television - Melrose Pace. Twisties met its objective in spectacular fashion. It is believed the ...

Many of the previous Weet-Bix ads had communicated a nutritional message but had never tackled a competitor head-on. From the moment the 'Sugar' television commercial went to air the target audience r ...

Weetabix is the second biggest cereal brand (and second biggest advertised brand) in the UK. As a family staple, its targeting and communications are broad-ranging, and there has always been a place w ...