Magazine article Marketing

Kellogg's Strategy Bites the Ad Dust

Magazine article Marketing

Kellogg's Strategy Bites the Ad Dust

Article excerpt

When a marketing giant like Kellogg decides to drop a high-profile advertising strategy after just six months, those of us who manage lesser brands might do well to sit up and take notice. The corporate advertising campaign which began in April was just the sort of thing which, we were being told, the super brands of the future should be doing. In the next century, trust in the parent brand was going to be as important as the efficacy of the product.

So, Kellogg's about turn tells us either a) the whole idea of corporate marketing is a red herring and we'd all be better off sticking to the brand or product ads we know and love, or b) that the idea was sound but the execution was dodgy.

It has to be said that the Mrs K character who fronted the umbrella campaign made few friends in the Marketing office. Far from being a loveable matriarch, we always thought she looked a bit of a strident old bag - but that's beside the point. …

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