Background & Business Goals
Kellogg's has traditionally targeted the Chex Choco brand and its communications towards children in the 6–8 years old age range. However, the main target audience of its new Green Onion Flavored Chex campaign launch this time is the 17–25 age group instead. With a completely different target audience, Kellogg's communication strategy had to pivot as well in a different direction which the new target group would respond well to - conveying newness and excitement that the current Chex Choco brand lacked.
Sixteen years ago, Green Onion Flavored Chex and Chex Choco battled it out in an...