brand strategy

Love Your Cereal: Kellogg's Touts Goodness of Grains

Posted by Dale Buss on September 14, 2012 02:04 PM

Kellogg has been working on a comprehensive brand overhaul during the last several months, and now one of the first significant fruits of its efforts is coming out: A new campaign promoting some of its classic cereals, focused on their simplicity and goodness.

Running under the tagline "Goodness of a Simple Grain," the new campaign extols Corn Flakes, Rice Krispies and Raisin Bran in a farm-to-table positioning that is so popular these days (see: McDonald's farmer spots and Chipotle's Willie Nelson video) and combines it with simplicity messaging, emphasizing that there are only four ingredients, for instance, in Corn Flakes. One spot says Kellogg takes these products "from the seed to the spoon."

"We have a number of brands like this that we've been making for a hundred years," Doug VanDeVelde, Kellogg's SVP of morning foods, marketing and innovation, told Adweek. "But consumers weren't really aware of that, and we need to, in a very simple way, remind them."Continue reading...

sports in the spotlight

London 2012 Olympic Athletes Now Hunting for Endorsement Gold

Posted by Mark J. Miller on August 14, 2012 03:05 PM

The five young women who won Olympic gymnastics gold for the United States in London were repeatedly called the Fab Five by television announcers and others. But that term has already been trademarked by basketball player Jalen Rose, who was on the 1991 Michigan team that used that same nickname.

So USA Gymnastics is planning to try and trademark the term “Fierce Five” to honor the team and make a few bucks in the process, according to Bloomberg. The team will have to battle for the trademark, though it will likely be easier than beating out Russia for the gold to get it. Continue reading...

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