Magazine article Marketing

Adwatch: Kellogg's Corn Flakes - 'Corny Love Story'

Magazine article Marketing

Adwatch: Kellogg's Corn Flakes - 'Corny Love Story'

Article excerpt

I have been trying to work out why Kellogg's Corn Flakes, the mother of all breakfast cereals, the sunshine brand that the nation has been waking up to for decades, has decided to walk away from the breakfast table.

I can see why Kellogg may want to inject some energy into its stalwart Corn Flakes. The cereal aisle is hugely innovative, with grains being moulded into ever-more obtuse shapes, and, by comparison, Corn Flakes can seem a little dull or passe. However, I am bemused as to why Kellogg is now looking to position its Corn Flakes and ice-cold milk as 'the greatest love story ever told'. Doesn't every cereal taste good with milk; aren't they all designed to do exactly that?

Since this ad's strategy is based on this generic observation, I turned to the creative, instead, for insight and differentiation. The idea, it seems, is to create a boy-meets-girl mini-soap along the lines of what Gold Blend did years ago. I salute the ambition to position a fabric-of-the-nation brand at the heart of the nation, but where is the insight? …

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