This paper, which won a silver award, shows how an integrated multi-media campaign of PR, ambient, web and TV was used to create a very different brand experience that went far beyond simple enjoyment of the product and gave kids the means to interact with the brand on a number of levels on their own terms.
|Agency: Leo Burnett||Authors: Gurdeep Puri and Janey Bullivant|
Kellogg's Real Fruit
Unwinding the Effects of an
This paper tells the story of the launch of Real Fruit
Winders, a new fruit snack from Kellogg's....