Kellogg's Coco Pops: A storybook success - IPA Effectiveness Awards Case Study 1984

Brief Description: Launched in 1960, sales and distribution of Coco Pops kids breakfast cereal had waned. Target: mums and children. Belief that parents were more willing to 'indulge' their children by paying more for pre-sweetened cereals. Objective: to support the best placed pre-sweetened brand (Frosties) and to increase distribution. Media: TV which introduced name and pack change. Tested in London. Evaluation: much higher sales and distribution in test area compared to nationwide. Yorkshire test led to similar success. National roll-out in 1983. Successful brand performance. ;---(TAGS)--- Full Title: Kellogg's Coco Pops : a storybook success ; Number: 1984/21 ; Brand Name: Kellogg's Coco Pops ; Client: The Kellogg Company Of GB Ltd ; IPA_ProductCoding: Food (Cereals) ; Agency: J Walter Thompson ; Author: Jill Greenop ;