Kellogg's Rice Krispies: The effect of a new creative execution - IPA Effectiveness Awards Case Study 1980

Brief Description: 1978-80 campaign to revitalise a brand which had slipped to a position of secondary purchase for many. Strategy wanted to remind mothers of their childhood by positioning product as 'the childhood cereal'. Analysis showed a clear increase in demand. Substantial difference seen between the actual market shares achieved and those predicted, an extra 14% sales volume, advertising was the only explanation for this. ;---(TAGS)--- Full Title: Kellogg's Rice Krispies : the effect of a new creative execution ; Number: 1980/08 ; Brand Name: Kellogg's Rice Krispies ; Client: The Kellogg Company Of GB Ltd ; IPA_ProductCoding: Food (Cereals) ; Agency: J Walter Thompson ; Author: Jeremy Elliott ;