Bradley BraggRachel DuncanCe’teria MosleyChelsea NewmanJasmine SkinnerChristopher Yeaple

Fall 2013

@bstract @dvertising

Kellogg’s Frosted Flakes Campaign

Expanding the Market

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ContentsPrimary Research: Kellogg’s Frosted Flakes..................................................................................2

Current and Recent Campaign Analysis..........................................................................................3

Brand............................................................................................................................................4

Consumer Analysis......................................................................................................................4

Competition..................................................................................................................................5

Creative Brief...................................................................................................................................6

Target Audience...........................................................................................................................6

Target Interaction with the Brand................................................................................................7

What the Target Audience Should Know and Feel......................................................................8

Key Insights.................................................................................................................................8

Standing Out Among the Competition.........................................................................................9

The Big Idea.................................................................................................................................9

Advertisement Placement..........................................................................................................10

Research Instrument......................................................................................................................11

Print Ad Concepts..........................................................................................................................13

Radio Advertisement.....................................................................................................................25

Kellogg’s Frosted Flakes Eat More Cereal Radio Ad................................................................25

TV Commercial.............................................................................................................................27

Direct Mail Ad...............................................................................................................................33

Frosted Flakes Website Analysis...................................................................................................34

Nontraditional Advertising............................................................................................................35

Professional Review......................................................................................................................36

Works Cited...................................................................................................................................37

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Primary Research: Kellogg’s Frosted Flakes

W.K. Kellogg founded the Kellogg Company in 1906. Kellogg and his brother, Dr. John

Harvey Kellogg, created the first corn flake cereal, which yielded a new, flourishing industry. [1]

Since 2012, the Kellogg Company has dominated the world market with its production of cereals

and remains the second largest producer of convenience foods like cookies and crackers, with

recent sales reaching more than $14.2 billion. [2]

There are two divisions within the Kellogg Company: Kellogg North America and

Kellogg International. Kellogg North America includes retail cereals, snacks, frozen foods and

specialty items like Girl Scout cookies. The North American retail snacks business includes

Keebler cookies and crackers, and wholesome snacks, like Nutri-Grain bars. The frozen foods

and specialty channel markets include brands like Kellogg’s frozen Eggo Waffles. [3]

On an international level, Kellogg’s focuses almost exclusively on wholesome snacks and

cereals, especially in regions throughout Europe, Latin America, Asia and Australia. The

European market emphasizes brands like Kellogg’s Special K and wholesome snacks like

Special K bars. Latin American businesses also focus on sales of Kellogg’s Corn Flakes, and

wholesome snacks like All-Bran bars. The Asian and Australian markets focus on Kellogg’s

Bran Flakes and wholesome snacks like Special K bars, Nutri-Grain bars and Muesli bars. [2]

Kellogg’s proclaimed vision includes enriching and delighting the world with foods and

brands that consumers care about. Its purpose is to nourish families so they can flourish and

thrive. More than 100 years old, the Kellogg Company has continued to promote an environment

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where it can push beyond boundaries to create foods and brands that help to fuel the best in

everyone everywhere.

The Kellogg Company plays an influential role in the increasingly expansive food

industry. Kellogg’s main cash product is cereal, and as of August of 2013 it was recorded that

cereal saw revenues of 11 billion, with only 33 companies contributing to the market. [4]

In addition, the cereal industry often holds profit margins as large as 40-45% and sees a

90% penetration in some markets. The industry is based on competition from the other

manufacturers of morning food products. [4]

These companies advertise different products such as beverages, pastries, fruit bars,

crackers and the like, but these brands are famous for prominent cereal advertisements that

mainly target children. Kellog’s main advantage over its competitors may lie within its history,

as the company was initially founded in 1906. The long-standing company offers well-known

products such as Keebler cookies, Cheez-It crackers, Eggo Waffles and a variety of cereals, sold

in more than 180 countries worldwide.

Current and Recent Campaign Analysis

The Kellogg’s brand acts as a kind of trendsetter with its active research and reporting

practices. Specifically, the company found that only 34% of adults and 60% of kids eat breakfast

on a regular basis. Kellogg’s solution was to create more on-the-go breakfast products like Nutri-

Grain bars and Fiber Plus to appeal to its transitioning market. [6] The current brand leader

competing with Kellogg’s is General Mills. With nearly $16.6 billion in sales in 2012, General

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Mills appears to be Kellogg’s main rival in the market, with Kellogg’s selling only $14.2 during

the same fiscal year. [1]

W.K. Kellogg founded Kellogg’s with a vision to enrich and delight the world through

foods and products that matter. To promote this vision, the company established the W.K.

Kellogg Foundation in 1930 to educate kids, promote healthier living and emphasize equality.

[7] Kellogg’s brand strives to maintain its integrity, accountability, passion, humility, and

simplicity.

In an effort to reward loyal customers for their gratitude and appreciation Kellogg’s

established a Family Rewards Program, which allows loyal customers to access various

discounts, gift cards, and chances to win free groceries. The program awards points that

consumers can gather from purchased Kellogg’s products. The Kellogg’s Family Rewards

Program is just one way in which the company gives back to its customers. [9]

Brand

Kellogg’s Frosted Flakes brand aligns well with consumer interests with its promotion of

youth, athleticism, and healthy eating. Most parents want their children to be active and eat

healthy. [10] Kellogg’s brand, as a whole, promotes these values with an emphasis on

athleticism. The brand accomplishes this by sponsoring various athletes and events like the

Olympics. Current customers feel the brand promotes a healthy lifestyle at affordable prices.

Kellogg’s has extended this brand and has produced new varieties of the product with cereals

like Chocolate Frosted Flakes. Consumers may now choose between plain, sugarcoated, and

chocolate-coated Frosted Flakes.

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Consumer Analysis

Companies rely on consumer relationships in order to maintain and maximize profit. It’s

important to understand the motives and values of the core consumer in order to appeal to this

audience directly. Kellogg’s Frosted Flakes are marketed to children through television

advertisements, banner ads and its brand website which has entertaining games and videos. The

cereal may be marketed directly toward children, but the demographic characteristics of current

consumers reflect a broader demographic. Kellogg’s Frosted Flakes effectively promotes

marketing strategies that appeal to both parents and children. The brand puts its strongest

emphasis on the fact that its product offers a readymade breakfast that’s also relatively healthy

for kids. In addition, kids seem to enjoy the taste and the iconic cartoon logo of “Tony the

Tiger.” According to research, moms often do grocery shopping for their families, so it is not

uncommon to see cereal commercials targeted toward woman with children. [11]

Competition

The cereal industry has faced increasing competition from national and international

companies over the past decade. General Mills acts as one of Kellogg’s Frosted Flakes biggest

competitors, with hit cereals like Cheerios, Wheaties, and Lucky Charms. [12] All of these

cereals promote healthy eating and target children in marketing campaigns. The advertisements

for the competing brands use animation to promote brand image and increase familiarity, just as

Kellogg does with Frosted Flakes. The difference is that Kellogg’s targets the entire family with

its broader focus on athleticism and family sharing. Frosted Flakes has made a transition to

appeal to larger audiences where its competitors have not.

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According to an article written by ChicagoNow, “The Frosted Flakes brand encourages

children to be active though a variety of programs and by showing its branded character, Tony

the Tiger, as an energetic supporter of youth fitness and sports.” [10] With half of Kellogg’s

reported $14.2 billion in sales coming directly from cereal purchases, the company has been

successful at building and maintaining its brands’ status as market leaders. [13]

Many upcoming brands could certainly learn from the example set forth by Kellogg’s in

its promotion of Frosted Flakes. Kellogg’s can continue to market its family-friendly cereal,

Frosted Flakes, and promote athleticism and healthy eating. In United States these features have

been increasingly important to consumers due to the growing obesity rate. However, Kellogg’s

fails to attract a fully rounded audience, as it lacks more and more young adults who tend to skip

breakfast altogether. [14]

Creative BriefTarget Audience

Many cereal companies like Kellogg's, target families and children in advertising

campaigns. A number of cereal brands notoriously target children in marketing efforts, and

"from 2008 to 2011, total media spending to promote child-targeted cereals increased by 34

percent." [15] As far as the Kellogg's Frosted Flakes brand, marketing efforts have historically

been directed to "kids and grocery-buying moms," and recently to dads, with newer ad spots

featuring sports and a recognizable ESPN anchor.

Though Kellogg's has established a strong, loyal consumer market in these demographic

segments, an opportunity for expansion remains in the 18 - 26 college student demographic.

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According to research, “males ages 18-34 are most likely to skip breakfast (28 percent),” with

females in this age range reflecting the second most likely group to skip the meal altogether (18

percent). [14] If marketers gain a better understanding of college student's avoidance of breakfast

and perceptions of cereal, they can more effectively target their ads to this audience. Kellogg's

Frosted Flakes and other cereal brands may lose out on valuable consumers in this market,

especially considering in 2003, "households with children ages 13 to 17 accounted for 25 percent

of all the money spent on cold cereal." With so many teenagers consuming the product at home,

cereal marketers should maintain this consumer relationship into college. [16]

Target Interaction with the Brand

The long history of the Kellogg’s company and its active customer rewards programs

often lead adults to associate the brand with family, tradition, and loyalty. [17] Children watch

the high-energy commercials on television and relate to the athletic, enthusiastic mascot, Tony

the Tiger. Parents want to find a product they remember as a kid, something reliable and

trustworthy to keep their children happy and healthy. Kellogg’s focuses on this in many of its

brand images and advertisements, with depictions of children at sporting events with family

members or enjoying the breakfast at home with family before a day of healthy activities.

Though Kellogg's typically targets families in its advertising campaigns, there remains

significant potential for growth among the college student demographic market. According to

New York Times writer Lisa Foderaro, "students who live off campus...say they are drawn to

cereal because it is cheap and easy. Those with prepaid meal plans say they turn to cereal as a

hedge against uncertain dining hall offerings," so there are a number of specific benefits for the

product to play upon in future marketing campaigns to this audience. [16] Cereal as part of a

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well-balanced breakfast also offers a number of health benefits to emphasize to college students

who may be more persuaded by these positive features.

What the Target Audience Should Know and Feel

There are a number of factors Kellogg’s attempts to communicate to its audiences within

its brand message and marketing campaigns. Specifically, the product is convenient to prepare

and easy to use (practical), has a sweet and reliable taste (sensory), and appeals to a broad

demographic (social). In its standard advertisements, mothers also feel a sense of satisfaction in

knowing they made a purchase their kids and husbands can enjoy either together or separately

(ego satisfaction). As far as college students, the practicality and sensory appeals remain

strongest as college students often focus on value and convenience and may turn to products they

formerly enjoyed at home. [16]

Key Insights

Mothers know that Frosted Flakes have a very simple but “great” taste that every member

of the family can enjoy. Parents enjoyed eating Frosted Flakes as they grew up, so the mother

creates social time by keeping breakfast on the menu when it is so easy for any member of the

family to prepare. According to research on cereal consumption, the biggest consumer category

in 2003 consisted of children between the ages of 6 and 12, "with 87 percent of survey

participants...eating cereal at least once every two weeks...[with] the teenaged population (ages

13 to 17)...close behind, at 80 percent." [16] With children and parents enjoying the product

regularly for extended periods, college students may also consume cereal regularly, with active

reminders of the benefits of the product. Frosted Flakes also advertises itself as a healthy

alternative to more sugary cereals or unhealthy breakfast alternatives like doughnuts or pancakes.

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Eating Frosted Flakes can become a family past time with a great taste as well as an affordable,

convenient snack or meal for college students alike.

Standing Out Among the Competition

In order to stand out among its competitors, Frosted Flakes employs a number of

marketing strategies. Specifically, the brand has a famous mascot, Tony the Tiger, a cool,

enthusiastic, and active figure for kids to look up to. By focusing on the mascot, the adult-sized

tiger, Frosted Flakes reflects the idea that the product offers a character that promotes healthy

values that kids can emulate. Tony the Tiger is associated with energy and athleticism, and his

hand even resembles the “number one” foam hand finger that is often seen at sporting events.

[17]

Though Tony the Tiger is often used to target children, the iconic figure has changed in

appearance over time, giving him a more buff and athletic look that appeals to larger audiences.

The primary color of the box of Frosted Flakes cereal is blue, which stands out dramatically

among the sea of red, yellow, and white cereal boxes. As kids get older, they can look back and

remember Tony the Tiger as an icon that reminded them of their childhood. Frosted Flakes is

also known for staying crunchy in milk for a long time. While most cereals must be eaten

quickly before they get soggy and offer a negative experience, Frosted Flakes give ample time to

enjoy them before they end up like the other cereals. While the former colors may emphasize

high energy and appetite, Tony the Tiger has all of those colors on his body, and his iconic image

helps reflect the brand while giving the cereal a cool, mature image that also appeals to many

adults and professionals, as well as college students.

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The Big Idea

With working parents, many children don’t always get to relax and enjoy a real, social

breakfast with family on a daily basis. By presenting breakfast with Frosted Flakes as a fun

social event between the family members, the product is related to memories of social gatherings

and the events that follow on busy weekends, when many families come together. Creating the

connection between family, fun, and Frosted Flakes will help to establish lifelong and loyal

customers who experience strong emotional ties to the brand. In this way, Kellogg's should

continue its marketing into teenage years and through college to maintain brand loyalty and take

advantage of this market who value many of the positive features of the product, such as value

and convenience. This is especially true when the brand has already established a meaningful

reputation as consumers grow up.

Advertisement Placement

Kellogg’s Frosted Flakes advertisements often appear in the form of TV commercials that

moms or kids will see, magazine pictures that moms will notice, and new cereal box art for store

shelves. Kellogg’s also markets Frosted Flakes to children through television promotions, banner

ads and its brand website, which has interactive games and videos involving the company’s

animated mascot, Tony the Tiger. A good deal of the advertisements appear on children’s

television networks and during cartoons, using the mascot as a primary appeal as he promotes

healthy activities like participating in sports. [18]

However, to more effectively target the brand to college students between the ages of 18

to 26, Frosted Flakes could promote itself more during prime-time shows, popular with this

demographic, and on social media venues like Twitter and Facebook. The advertisements should

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also appeal more directly to this demographic, representing them in some way and relating to

specific qualities they value.

Research InstrumentWe once again conducted a focus group in which we asked in-depth, qualitative

questions, in order to get a better understanding behind the Kellogg brand and Frosted Flakes, in

particular. Although qualitative information cannot answer all of our questions alone, this

information may help answer reasons behind strictly quantitative research, as our research takes

into account personal values and opinions.

Seven participants responded to the second instrument. Each of the respondents was

between the age of 19 and 26 years old and currently enrolled in college classes in the

Jacksonville area. The focus group took place on Monday October 28th at 4 p.m. in the Thomas

G. Carpenter Library, room 1113 at the UNF campus. The main objective of our focus group

involved gaining more extensive qualitative information about this select target group regarding

their response to the Kellogg’s Frosted Flakes brand.

In order to obtain a sample of participants for this focus group, friends and acquaintances

were contacted with a small series of screening questions, such as “Do you eat cereal?” and

whether or not respondents like cereal with milk or sugar. The message concluded with the listed

time, date, and location of the focus group, so participants could meet. Donuts were also

provided and listed as complimentary payment for participant contributions within the initial

sample-gathering emails.

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During the focus group, respondents were asked to answer approximately ten open-ended

questions, and did so with a good degree of variance. The questions provided to the participants

to answer during this session appear as follows:

1. What are your thoughts on breakfast?

2. What are your thoughts about cereal?

3. If you do buy cereal what types of cereals would you purchase and why?

4. If you had to pick a cereal to become, what cereal would it be and why?

When shown a TV commercial designed by Kellogg for Frosted Flakes, what are your

thoughts and mood?

5. What would you do differently to the ad, if anything, to make it more appealing?

6. What words come to mind when shown a print Frosted Flakes advertisement with Tony

the Tiger on the cover?

7. What would be your reasons for buying Frosted Flakes if you were to buy them?

8. If you were in a room with the CEO of Kellogg, John A. Bryant, what would you have to

say to him?

9. If Frosted Flakes changed the packaging color to green tomorrow and changed Tony the

Tiger to Tony the Tarantula, what would you think differently about the product and do

you think it would it affect your purchasing decision?

The results from this second focus group mirrored the results from the first group of

participants. The main connection to the product, especially among young men, appeared in the

view of Tony the Tiger as an “icon” and “memorable part of childhood.” One participant,

Jessica, noted, “The theme song was like, a lasting memory. I remember singing it going to

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middle school and [it] has stuck ever since.” For the cereal character questions, none of the

participants said they would choose to become Frosted Flakes. Instead, a number or respondents

answered Rice Krispies due to the catchiness and action of the slogan “snap, crackle, and pop.”

When asked about the redeeming features of the cereal, some group members said they would

select Frosted Flakes because of the cereal’s ability to stay crunchy in milk for so long.

One unexpected aspect of the focus group testing involved an unusual feature of the

demographic at hand – a number of the college student respondents did not even eat breakfast on

a regular basis. These results emphasize that the Frosted Flakes brand and iconic images of

“Tony the Tiger” often remain linked to childhood associations. This association remains

integral in the perceptions of college students and cereal as they consumed more of the product

in youth and may return to the product seeking the comfort and happiness associated with brands

like Frosted Flakes.

Print Ad ConceptsThere remains potential for growth in the cereal industry, with increased appeals to

younger audiences like college-aged students, as reflected in our research. We continue with

these themes in our advertisement concepts, taking into account the fact that research shows that

“males ages 18-34 are most likely to skip breakfast (28 percent).” [14] According to WebMD,

eating a nutritious breakfast offers a number of health benefits including “more strength and

endurance to engage in physical activity,” a feature that may entice a number of athletic young

men. For example, Figure 2, Eating breakfast regularly also corresponds with healthier weight,

according to the article, a feature that many young women consider. [19]

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Putting an emphasis on these benefits and also challenging the audience to be “Gr-rreat!”

provides a stronger appeal to young adults. Some of the ads include supportive information

regarding the benefits of eating breakfast, as supported by research. The mascot, Tony the Tiger

would be modified slightly to present a more sophisticated image within ads appealing to young

adults. For example, Tony may have more defined muscles and the ads may involve more

humor.

A number of our other examples emphasize similar qualities as we target this younger

demographic. Along with incorporating these general themes, a number of the ads utilize pop

culture references and celebrity endorsements as well as direct appeals to college students and

their concerns. For example, Figures 3 and 4 both focus on the athletic associations of the brand,

with the latter using the former tagline “Earn your stripes!” with an image of UNF’s rugby team.

Figure 2 focuses on the benefits of eating a well-balanced breakfast, stating, “Women who eat a

well-balanced breakfast actually weigh less than those who skip,” as supported by a number of

surveys.

All of the ads focus on some aspect of the brand as it relates to college students, their

concerns, and college life in general. A number of the ads emphasize the flexibility of the

product as it can be consumed as a snack or a meal, at any time of day, as opposed to breakfast

alone. The concepts use taglines like “Don’t procrastinate, make it gr-rreat!” and “Make study

time fun!” (Figure 17 and Figure 1) As a morning meal or a study break snack, Frosted Flakes is

perfect for busy college students everywhere.

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(Figure 1)

(Figure 2)

16

(Figure 3)

(Figure 4)

17

(Figure 5)

(Figure 6)

18

(Figure 7)

(Figure 8)

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(Figure 9)

(Figure 10)

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(Figure 11)

(Figure 12)

21

(Figure 13)

(Figure 14)

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(Figure 15)

(Figure 16)

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(Figure 17)

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(Figure 18)

(Figure 19)

Don’t worry… I get rid of all final exam blues!

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(Figure 20)

Radio AdvertisementTemplate:

Stern active voice: preferably a popular sports announcer.

Tony the Tiger: voiced by Thurl Ravenscroft

Music: melodic instrumental; bands like Alt-J or C2C

Kellogg’s Frosted Flakes Eat More Cereal Radio Ad

-Music begins playing in a minor key (implies a serious, somber tone) -

Stern, active voice: Many seem to be neglecting the most famous meal of the day, breakfast, not realizing that it can really boost all the elements that make you, well…you!

The All-America

n Cereal!

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-Music changes to a major key and livens up creating a more pleasant tone -

Stern, active voice: Do you have what it takes?

Tony the Tiger: Not if you don’t have breakfast!

Stern, active voice: Kellogg’s Frosted Flakes have been a large part of America’s breakfast since 1951 and is sure to have you saying.

Tony the Tiger: They’re grrrrreat!

-Music fades out-

The commercial begins with music in a minor key to create a more serious and somber

tone, which goes along with the announcer revealing that many people skip breakfast regularly.

This ad aligns well with our former print concept, as it continues to target a similar audience of

college students who often skip breakfast altogether. By reminding people of the benefits of

eating breakfast, the delicious taste of the product and former childhood associations, the ad

encourages listeners to purchase Frosted Flakes. The text “Do you have what it takes?” appears

within both ads as a reinforcing challenge to the audience. Breakfast is an important source of

energy and nutrition, so eating Frosted Flakes helps to give listeners “what it takes” to succeed in

their goals by providing a satisfying, delicious breakfast. The use of Tony the Tiger further

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emphasizes the sentimental ties this demographic may share with the brand, as they grew up

enjoying Tony the Tiger and Frosted Flakes cereal.

TV CommercialClient: Frosted Flakes

Job: :30 TV

Title: “Jealousy”

Video Audio

Open with a slow dolly away

from the boys at breakfast

table.

Slow paced whistling music with

piano.

Cut to a dolly away from the

table, showing that one boy

has no cereal.

Extreme Close-up of the boy

looking angry.

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Other boy pours the last

couple of crumbs out.

Fade to slow dolly away from

girls sitting in kitchen.

Cut to a dolly away from the

table, showing that one girl

has no cereal.

Extreme Close-up of the girl

looking angry.

Other girl pours the last

couple of crumbs out.

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Side by side shot made in

post.

Two separate shots of the kids

leaving the house.

Graphic Title Card. “10 Years Later”

Tilt down showing the college

campus.

Establish that the kids are

older, wearing same color.

Two of the students are

walking with trays of Frosted

Flakes.

Same angry looks on the green

boy and yellow girl.

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Tony looks off camera. SFX: MUSIC TURNS TO

UPBEAT.

Tony throws a few cereal

boxes.

VO:” Don’t be jealous, be great.”

Fade to graphic of Frosted

Flakes logo

VO: “They’re GR-R-REAT!”

Script:

1

.

LS. SLOW DOLLY OUT

TWO YOUNG BOYS SIT AT A

BREAKFAST TABLE

SFX: WHISTLING MUSIC

WITH SLOW PACED PIANO

THROUGHOUT. NO OTHER

NOISES.

CUT TO MS. DOLLY OUT.

TABLE SHOWS BOYS IN GREEN

OUTFIT HAS NOTHING IN FRONT OF

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HIM. OTHER BOY IN RED HAS A

BOWL OF FROSTED FLAKES.

CUT TO ECU.

BOY IN GREEN HAS AN

ANGRY/JEALOUS LOOK IN HIS EYE.

CUT TO LS.

BOY IN RED POURS OUT THE LAST

COUPLE OF CRUMBS INTO HIS

BOWL.

2

.

FADE TO LS OF TWO YOUNG GIRLS

AT THE ISLAND IN A KITCHEN.

CUT TO MS. DOLLY OUT. GIRL IN

YELLOW HAS NOTING IN FRONT OF

HER. OTHER GIRL HAS A BOWL OF

FROSTED FLAKES.

CUT TO ECU.

GIRL IN YELLOW HAS AN

ANGRY/JEALOUS LOOK IN HER EYE.

CUT TO LS.

GIRL IN PINK. POURS OUT THE LAST

COUPLE OF CRUMBS INTO HER

BOWL.

CUT TO LS.

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SIDE BY SIDE. BOY IN GREEN AND

GIRL IN YELLOW BOTH GET UP AND

WALK OUT OF THE HOUSE.

3

.

TITLE (WHITE ON BLACK)

“10 YEARS LATER”

4

.

TILT D. LS.

ESTABLISHING SHOT OF COLLEGE

CAMPUS

5

.

CUT TO MS.

SHOW COLLEGE AGED VERSION OF

THE KIDS IN CAFETERIA.

CUT TO CU.

GREEN BOY AND YELLOW GIRL

BOTH LOOK ANGRY AGAIN WHEN

THEY SEE RED BOY AND PINK GIRL

WITH BOWLS OF FROSTED FLAKES.

CUT TO LS.

TONY THE TIGER LOOKS IN THE

DISTANCE.

SFX: MUSIC TURNS TO

UPBEAT.

CUT TO MS.

TONY TOSSES A FEW SMALL BOXES

OF FROSTED FLAKES TO GREEN BOY

AND YELLOW GIRL.

ANNCR (VO): “Don’t be jealous,

be great.”

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6 FADE TO GRAPHIC OF FROSTED

FLAKES LOGO.

TONY (VO):” THEY’RE GR-R-

REAT!”

Direct Mail AdKellogg’s Frosted Flakes do not have many direct mail ads in their history. The direct

mail ad is a design with the viewers in mind. We are targeting a younger generation, such as

college students. Our mail ad consists of a small box about 4 inches by 3 inches. This would

appear to be a small box of Frosted Flakes, however when the tab is pulled at the top of the box it

opens to find a lot of fun facts and information including choices of liquid for bowl, location for

eating, and fun facts. It is a simple idea that is sure to draw attraction from our target and really

make something enticing for anyone to open.

(Figure 21) (Figure 22) (Figure 23)

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Figure (24)

Frosted Flakes Website AnalysisThe Frosted Flakes website does an excellent job reflecting the stated brand

characteristics. The landing page shows a number of sports related images with a mix of logos

and images of the cereal. The website clearly depicts associated athletic groups like the Little

League World Series and EA Sports and repeatedly encourages users to participate in physical

activity, with phrases like “Come out & play” and “Get out & play.” [20] The website clearly

targets the standard demographic for the cereal, with images of children playing outside and

engaging in various sports. It also offers a number of fun activities, daily jokes, and games to

play as well as detailed information about the cereal nutrition for parents. The website also

provides a clean and efficient landing page with bold links and images to different pages of

interest on the site. These links also appear within the top navigation bar for easy access.

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If Kellogg’s aims to increase its audience of college aged consumers, the website should

depict college level sports organizations as well as sports associations for kids. With just a little

bit of tweaking to appeal to a wider range of ages, Kellogg’s could increase sales within this

demographic category, who still identify with the mascot and the positive features of the cereal.

Nontraditional Advertising

Holding special, promotional events, especially around universities will help to bring in

more college students while also appealing to the company’s main demographic audience.

The St. John’s Town Center mall is holding an upcoming carnival featuring Tony the

Tiger. The carnival will offer a range of games to play and many fun prizes for participants. The

booth prizes will vary in worth and all participants will be given sample-sized packages of

Frosted Flakes cereal. The event will also include photo opportunities with Tony the Tiger, with

entertainment offerings for the whole family. Kellogg’s Frosted Flakes has confirmed the event

will take place Wednesday, November 27th from 12:00 to 3:00 p.m. at St. John’s Town Center in

Jacksonville, Florida.

Many families do last minute shopping runs the day before Thanksgiving, so the event

targets mothers and families shopping with their children. Additionally, the event’s proximity to

the University of North Florida may encourage college students to attend for the free food,

pictures, prizes, and games.

Two days prior to the event, a Tony the Tiger mascots will advertise the event by holding

signs up with information about the carnival along Town Center Parkway, leading up to the St.

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John’s Town Center. The sign will detail when and where the event will occur. Tracking the

direct social media response to the event, like tagged Facebook photos and Twitter posts, will

help to evaluate the success of the promotion effort.

Kellogg’s will supply the Frosted Flakes cereal packages and the Tony the Tiger mascot

costumes. A sign may cost about $38.00, according to prices listed on popular sign making

websites like BuildASign.com. With labor, equipment delivery and setup, the event should cost

$5,000 or less, minus the cost of the location rental, which Simon Malls does not publicly

advertise.

Professional ReviewUpon creating our ad concepts, we sent the report, including our full campaign

and research, to an industry professional for critical review. Chris Heyde, the Deputy Director of

Government and Legal Affairs at the Animal Welfare Institute agreed to review and provide

feedback regarding our Frosted Flakes campaign. According to his personal bio, Heyde spent a

number of years working as the vice president of Davis O’Connell, a lobbying firm in

Washington, D.C. He has also worked as a staffer for Senators Chuck Hagel and Connie Mack.

The Animal Welfare Institute has produced a number of political advertising campaigns over the

years, in order to gain political support and funding for animal rights causes. [20]

Heyde provided insightful review, directly annotating on a copy of the report with his

thoughts and concerns. In a conversation following the review, he summarized our campaign as

taking an “interesting angle” which Kellogg’s hasn’t already taken advantage of. He agreed that

while Frosted Flakes offers fond memories for many, “[Kellogg’s] hasn’t transitioned well” to

encourage more adults to consume cereal. Within the report he mentioned a number positive

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features and personal takes on the brand and its historical development. For example, he relates

to his experiences eating cereal with “Just snacking on them like a cracker can be good. I just

[use] soymilk and in the military we got generic corn flakes in our field rations…many of us

poured Kool-Aid mix over them to add flavor,” in response to Figure 7.

As far as concerns, Heyde mentioned that our group should consider the wording in the

ads, which may come off somewhat negatively. He suggested finding more positive ways to

adjust the copy. He also mentioned the importance of sticking with the overall values of the

companies, as some of the ads, though humorous, deal with subjects that may be risqué for

younger audiences who may come across them. In regards to Figure 2, he pointed out that

Special K has similar looking ads, but that Frosted Flakes could also use this style to appeal to

this audience within the brand. While it’s not the healthiest cereal on the market, it still offers a

number of essential vitamins and has less calories than many snack food and breakfast

alternatives. For Figure 5, he recommended changing the copy to a more positive message,

suggesting, “he is not able to study because he didn’t eat his Frosted Flakes…” instead of

suggesting the cereal makes students not want to study. For more information, Chris Heyde can

be contacted via email at chris@awionline.org.

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