Kellogg's Coco Pops: Kids get the vote

Annette Mathers

Kellogg’s Coco Pops faced increasing competition from rival brands and supermarket own label products.
Agency: Leo BurnettAuthors: 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...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands