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Kellogg's Frosted Flakes
We All Just Love to Play

RAN IN: United States

CLIENT
The Kellogg Company

Matt Lindsay - Director
Melissa Cash - Assoc. Director
Andrew Lorden - Assoc. Brand Manager

AGENCY
Starcom MediaVest Group *Lead Agency

Matt Sharon, Director
Yvette Davis - Supervisor
Vickie Hwang - Supervisor
Chad Johnson - Assoc. Director
Jason Karpf - Brand Content Producer


Biggs-Gilmore

Matt Jordan - Sr. Strategic Planner
Carly Rushton - Sr. Acct. Executive


Leo Burnett/Arc Worldwide


SUMMARY

Kellogg's Frosted Flakes has a long history of appealing to tweens through sports. But how do we make a family-friendly cereal brand matter to sports-loving tweens in a flashy, celebrity-filled landscape? We partnered with EA Sports' multi-platform program GAME TIME to join kids and big-name athletes through a shared love of play that permeates all levels of competition - from backyards to Major League ballparks. Brand recall was 80%, and 88% of respondents experienced a positive opinion change of Frosted Flakes, shattering norms and ingraining our message in tweens' hearts.

CASE STUDY

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CASE VIDEO


Hero Medium: TV

Medium Featured On Video: Interactive,Social Networking Applications,Sponsorship

Audience: Tweens (10-14)

Objectives: Build brand equity

Type: Business-to-Consumer

Classification: National

Language: English