Kellogg Company: The Kid In You campaign (1984)

E. M. Shostak

The "Kid in You" campaign developed for Kellogg's Frosted Mini-Wheats by the Leo Burnett Agency in 1984 proved to be a brilliant response to demographic challenges facing the breakfast cereal industry in the 1980s.

Kellogg Company: The Kid In You campaign

E. M. Shostak

Overview

The "Kid in You" campaign developed for Kellogg's Frosted Mini-Wheats by the Leo Burnett Agency in 1984 proved to be a brilliant response to demographic challenges facing the breakfast cereal industry in the 1980s. As baby boomers aged and consumers showed an increasing interest in nutritious alternatives to the heavily sweetened, child-oriented cereals that had driven growth for two decades, the breakfast cereal market became more complex and segmented. To maintain its lead in the industry, the Kellogg Company had to respond to the gap in the adult cereal...

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