TITLE

`Seize the day' ads seize the backs of cereal boxes

AUTHOR(S)
Snyder, Beth
PUB. DATE
April 1999
SOURCE
Advertising Age;4/12/1999, Vol. 70 Issue 16, p35
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reports on the print advertising campaign of Kellogg Co. as of April 1999. Smart Start boxes will carry different print advertisements. The boxes are part of an integrated print and outdoor campaign form J. Walter Thompson USA. According to Fred Jacques, Kellog's executive VP-general manager, tying the back of the box to other advertising helps to build and strengthen the cereal's image and brand characteristics with consumers. The approach reinforces Smart Start's message to its target audience, young adults ages 18 to 30.
ACCESSION #
1775239

 

Share

Read the Article

Courtesy of THE LIBRARY OF VIRGINIA

Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics