Description

Making Seniors Appreciate Kellogg’s Corn Flakes Again (One Show Design finalist and Communication Arts Winner).

Channels: Print, OOH

PROBLEM

Emotional affinity with its 65+ audience was at an all-time low. Advertising was rational. People had forgotten why it was the “Original & Best”.

SOLUTION

Kellogg’s Corn Flakes reminded seniors of simpler and better times, when food could be trusted.

Emotionally, we tapped into the special connection and reminded people, that in this ever-changing world of food fads and brand recalls, Kellogg’s Corn Flakes was a beacon of trust. The recipe had not changed since 1906. The brand had been low in fat, sugar and calories long before all that became a fad.

Hence, our positioning: “COMMON-SENSE BREAKFAST SINCE 1906”.

At a time when common sense is more absent than ever, this idea was extremely culturally relevant and reassuring to our audience.

CREATIVE

We used Norman Rockwell Art, an artist our audience had a strong affinity for. In fact, he also reminded them of the “good old times”. What’s more, Rockwell designed a ton of work for Kellogg’s. So using his art in combination with our brand, was our way to drive emotional bonding and reinforce our status as a trusted favorite. The print campaign was simple and classic. It could only be Kellogg’s Corn Flakes.

RESULTS

The work restored brand relevance, affinity and more importantly growth. Sales went up by +1%. The greatest increase for the brand in years. The campaign was recognized at award shows (One Show Design finalist & Communication Arts Winner).

For

Kellogg’s

Type

Kelloogg’s