Agency: J Walter Thompson | Author: Jill Greenop |
Coco Pops: A Storybook Success
BACKGROUND
Kellogg's Coco Pops was launched in 1960 into the ready-to-eat (RTE) cereal market, as a speciality-appeal brand for children. Like many children's cereals, Coco Pops is a pre-sweetened cereal containing added sugar. These pre-sweetened cereals are a valuable market sector, accounting in 1983 for 11.4% of the 350 million RTE market. Large brand franchises have been built in this sector, namely, Kellogg's Frosties and Quaker's Sugar Puffs. In addition to Frosties and Coco Pops, Kellogg's have three other children's pre-sweetened brands: Ricicles, Smacks and Puffa...