Kellogg’s Pop-Tarts: repositioning as a teenage brand using a digital strategy

The presentation of Mark Baynes, global marketing officer of the Kellogg Company, to the ANA’s 2010 Masters of Marketing conference is the focus of this report by Warc’s U.S.

Kellogg's Pop-Tarts: repositioning as a teenage brand using a digital strategy

Geoffrey PrecourtWarc

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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