Kellogg’s - The All-Bran "Feel Great" William Shatner Challenge

The All-Bran 'Feel Great' William Shatner Challenge has dramatically halted a ten year sales decline, and put All-Bran back in positive growth.

Kellogg's – The All-Bran "Feel Great" William Shatner Challenge

Brand Name: Kellogg's – The All-Bran "Feel Great" William Shatner ChallengeAdvertiser: The Kellogg Company (UK) LtdAgency: Leo Burnett LondonPrize: Bronze/Best Brand RevitalisationCategory: FMCG Food & Non-Alcoholic Beverages

SUMMARY

The All-Bran 'Feel Great' William Shatner Challenge has dramatically halted a ten year sales decline, and put All-Bran back in positive growth. This was achieved by understanding what users really loved about the brand, and finding a way to overcome the old-fashioned fibre-negativity that was blocking non-users from trying it. Most importantly, however, it...

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