Kellogg’s Chocos: Kidscan

Preeti Mascarenhas, Aditi Dalal

Kellogg's, the market leader in India's breakfast cereals category, grew sales for its Chocos product with the use of an innovative in-house market research product.

Campaign details

Brand: Kellogg's ChocosBrand owner: Kellogg's IndiaLead agency: GroupM - MindshareCountry: IndiaIndustries: 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...

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