Campaign details

Brand: Kellogg's Chocos
Brand owner: Kellogg's India
Lead agency: GroupM - Mindshare
Country: India
Industries: Breakfast cereals

Executive summary

What do you call a consumer who wants to buy everything you have, doesn't care what it costs and is less than five feet tall? A marketer's dream? Nope. You call them kids.

Kellogg's, the market leader in the breakfast cereals category, had Chocos as a key variant in its business portfolio that was primarily targeted at kids. While the mother is an important decision maker, kids and their pester power become an important driver for sales.

In the modern day, fast-changing media landscape, we were challenged by limited sources of data and information on this key audience set. This inspired us to go beyond traditionally available sources and look at a custom study as well as devising a unique methodology to build a robust understanding of kids.

Market background and cultural context