Agency: Leo Burnett Authors: Peter Croome and Jocelyn Horsfall

Kellogg's Super Noodles

This case history examines the national launch of Super Noodles, a completely new product from Kellogg. It shows how a modification to the advertising copy, together with sustained advertising expenditure, have taken the brand through the initial launch into a successful brand worth over 5 million at RSP.

The brand was launched nationally on 20 August 1979, with television advertising planned for October. However, the ITV strike meant that posters and black and white press had to be used for the launch and television did not start until January 1980. Since then, however, it can be demonstrated that television advertising has been the key component in its successes.

BUSINESS BACKGROUND

Product characteristics