TITLE

Kellogg breaks JWT campaign for Raisin Bran Crunch brand

AUTHOR(S)
Snyder, Beth
PUB. DATE
January 2000
SOURCE
Advertising Age;1/31/2000, Vol. 71 Issue 5, p4
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reports on the launch of the advertising campaign of Kellogg Co. for its Raisin Bran Crunch cereal brand. The estimated $10 million to $20 million campaign from New York-based J. Walter Thompson USA include two television spots, three radio spots and three print executions. The advertisements follow the same initial path set up by the first Breakfast is back work which begun in 1999 that featured Generation Y-type males. However, these advertisements advance the theme with humor aimed at 18 to 34 year old men and women.
ACCESSION #
2733619

 

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