TITLE

Kellogg takes light approach for Ensemble

AUTHOR(S)
Pollack, Judann
PUB. DATE
April 1999
SOURCE
Advertising Age;4/19/1999, Vol. 70 Issue 17, p3
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article focuses on the advertising campaign launched by Kellogg Co. for Ensemble, a cholesterol-lowering food product. Unlike the somber approach typical of some health-oriented products, the new campaign of the company is trying to cut through the clutter of healthy food advertising with the absence of negatives and the presence of positives according to Steve Benoit, president of Ensemble Functional Foods Co. Television spots from Y&R Advertising take a lighthearted turn. The first spot, called Try Again, is modeled after a game show, showing items in the line, such as four-cheese lasagna and blueberry miniloaves and asking which actively lowers cholesterol. A second commercial breaks in May 1999 and follows a fictional character who talks about how he is lowering cholesterol.
ACCESSION #
1784582

 

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