TITLE

Kellogg cans K-sentials ads for brand work

AUTHOR(S)
Thompson, Stephanie
PUB. DATE
November 1999
SOURCE
Advertising Age;11/29/1999, Vol. 70 Issue 49, p4
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reports on the plan of Kellogg Co. to terminate its K-sentials U.S. TV and print advertising campaign launched in March 1999 to support Kellogg's multibrand push, in favor of specific brand advertising. The campaign, from the Martin Agency, was, like most of Kellogg's efforts, expected to drive sales of its lagging cereal business, eclipsed by competitor General Mills. The K-sentials effort--encompassing seven individual cereal brands--was intended to establish Kellog's kid-targeted cereals as an essential part of a healthy diet. But, by all accounts, the K-sentials proposition has not been as productive as they had hoped, likely because it is too complicated.
ACCESSION #
2585001

 

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