Magazine article Marketing

Best Use of Communications Technology in Sales Promotion

Magazine article Marketing

Best Use of Communications Technology in Sales Promotion

Article excerpt

WINNER

Client: Kellogg

Agency: Intelmark

HIGHLY COMMENDED

Client: Britvic Soft Drinks

Agency: Telescope UK

WINNER

Consumer complaints and an 8% drop in sales sent a clear signal to Kellogg that its decision to change the name of Coco Pops to Choco Krispies had not gone down well.

The aim had been to standardise the brand name across Europe and mark an improvement in the recipe, substituting chocolate for cocoa.

Kellogg wanted to know more about consumer feeling, so it launched the 'Coco Vote', using direct response TV ads and a dedicated web site.

The brand is targeted primarily at children but is also popular with adults, so some ads were timed to reach an adult audience, as well as those inserted in children's programmes.

Automated lines to handle the vote were set up by Intelmark, which runs Kellogg's customer careline. Almost a million votes were cast in three weeks, with 92% favouring Coco Pops.

Brand awareness was boosted and sales rose by 26% over the following eight weeks. …

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