How Advertising on Milk Bottles Increased Consumption of Kellogg's Cornflakes

Shows how advertising on milk bottles helped Kellogg's Corn Flakes, from 1981 onwards. The method described.
Agency: J Walter ThompsonAuthor: Jeremy Elliott

How Advertising on Milk Bottles Increased Consumption of Kellogg's Corn Flakes

INTRODUCTION

The leading brand of breakfast cereal, Kellogg's Corn Flakes, has a 20% share of the ready-to-eat (RTE) cereal market. It has been advertised mainly and consistently on television, a medium that has proved its worth in this market. The effectiveness of the Kellogg's Corn Flakes television campaign that began in 1978-79, and continues still in 1982 in adding value to the brand, was demonstrated in a paper awarded a commendation in the 1980 IPA Effectiveness Awards Scheme. The TV...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands