1978-9 campaign to revitalise Kellogg's Corn Flakes. The brand's dominant position was being eroded; some new vitamins were added.
Agency: J Walter Thompson | Author: Jeremy Elliot |
Kellogg's Corn Flakes
Adding value to the brand
BUSINESS BACKGROUND
An established market leader, Kellogg's Corn Flakes provides a
combination of tastiness, crispness and 'refreshing-ness' that
has made 'the sunshine breakfast' the most popular of all cereals
in the UK.
In the 1970s, however, its share was eroded. The main causes were
as follows.
- The decline of bacon-and-egg put more reliance on cereal as
the main, or only, food eaten for breakfast. This in turn raised
consumers' need for substantiality and nourishment in their cereal,
qualities which...