kellogg’s fights corn flakes knockoffs in the u.k. … with lasers

BA 497Shannon Miles, John Daly & Chris Browning

Kellogg’s Fights Corn Flakes Knockoffs in

the U.K. … With Lasers

Branded Flakes

Loss of Revenue: Brand infringement in U.K. has

reduced sales revenue on Corn Flakes

Knockoffs:Corn Flakes are easily replicated by

competing brands, so Kellogg’s is using lasers to differentiate their product

Test trials:Kellogg’s is testing the laser system

and if successful, will also brand Frosties, Special K, Crunchy Nut and Bran Flakes with the laser

Brand Protection

Corn Flakes are a popular product for imitators

Easy to Imitate

Kellogg’s wants to remind their consumers that they make the original Corn Flakes!

Brand Infringement

“We want shoppers to be under absolutely no illusion that Kellogg's does not make cereal for anyone else. We're constantly looking at new ways to reaffirm this, and giving our golden flakes of corn an official stamp of approval could be the answer."

-Helen Lyons, lead Kellogg’s food technologist

Brand Loyalty

Knockoffs

Is this a complete waste of time, money, resources…?

Do consumers care where their flakes come from?

If you eat Corn Flakes, do you buy only Kellogg’s Corn Flakes?

Discussion

Why is Kellogg’s U.K. branding Corn Flakes?

Is Michael Phelps still sponsored by Kellogg’s?

How many times has Elton shown YouTube videos today?

Prize Questions!

Works CitedHall, Emma Kellogg Fights Corn Flakes Knockoffs in the U.K. -- with

Lasers. Advertising Age, 14 Oct. 2009. Web. 16 Oct. 2009 <http://adage.com/globalnews/article?article_id=139657>.