Kellogg's Pop-Tarts: repositioning as a teenage brand using a digital strategy
Pop-Tarts have had a place at the American breakfast table since 1964, but it's unlike any other Kellogg product. With a name inspired by Andy Warhol's Pop Art, the toasted pastries originally came in three flavors - strawberry, blueberry, and brown-sugar cinnamon - and were positioned as a new 'convenience' breakfast food.
And, early in their brand life, they were promoted to the public by ads featuring Milton the Toaster.
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