The Rejuvenation of Kellogg's All Bran

Second prize paper. All-Bran was a very old fibre cereal, in steady decline since the mid-1980s.
Agency: Leo BurnettAuthor: Carole Lee

The Rejuvenation of Kellogg's All-Bran

INTRODUCTION

This is a classic study of advertising copy effectiveness. After several years of rapid sales decline, a new campaign which completely repositioned the brand was developed. Sales responded immediately, with an equally rapid increase, whilst all other factors, such as price and distribution, remained essentially the same.

BACKGROUND

Kellogg's All-Bran was launched in the UK in 1922. In its early years the brand was supported by press advertising, positioning it as an aid to regularity and a cure for constipation. Whilst this has given...

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