Making Seniors Appreciate Kellogg’s Corn Flakes Again (One Show Design finalist and Communication Arts Winner).
Once an iconic brand, Kellogg’s Corn Flakes was losing relevance. Emotional affinity with its core (65+) was at an all-time low. Advertising was either dark or extremely rational over the years. People had forgotten why it was the “Original & Best”.
Kellogg’s Corn Flakes reminded seniors of simpler and better times. Back then, when they were younger, the brand played a central role at the breakfast table. It was a time, when families shared meals together and food could be trusted.
Emotionally, we wanted to tap into the special connections this age group had with our brand. We reminded them 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.
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.
The work restored brand relevance, affinity and more importantly growth. Sales went up by +1%. The greatest increase for the brand in years. We also won a few awards along the way: One Show Design finalist and Communication Arts Winner.