Agency: Leo Burnett | Authors: Annette Mathers |
Kellog's Coco Pops
Kids Get the Vote
SUMMARY
This case study shows how a new advertising strategy, revolutionary rather than evolutionary, was responsible for the dramatic recovery in the fortunes of the Kelloggs Coco Pops brand.
Kelloggs Coco Pops, one of the major brands in the Kelloggs portfolio, was facing increasing pressures: the aggressive marketing of competitive brands, private label activity and new launches in the alreadycrowded cocoa sector of the kids cereals market. Then, the decision was made to change the brand name, which caused confusion among mums and children...