Agency: J Walter Thompson | Author: 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...