CLIENT
The Kellogg Company
Mark Baynes, SVP - Mktg. - Morning Foods Business
Kimberly Miller, VP - RTEC Mktg. - Morning Foods Business
Matt Lindsay, Brand Mgr. - All Bran
Karen Neeley, Senior Analyst - Morning Foods Market Research
Mike Mickunas, Senior Dir. - Morning Foods Market Research
AGENCY
Dave Linne, Executive Creative Dir.
Mark Oosthuizen, Executive Creative Dir.
Nicole Laughlin, Supervisor
Annie Lenzke, Account Executive
Kelli Knoble, Supervisor
Rachel Winer, SVP
Cherri Prince, SVP
John Condon, Chief Creative Officer
John Sheehy, EVP Head of Account Management
Rick Houghton-Larsen, Chief Strategy Officer / Vice Chairman
Beth Hooper, VP
Kim Tanner, Account Dir.
Starcom MediaVest Group
Trina Potter, Associate Media Dir.
Michelle Reitschel, Media Dir.
ARC Toronto
Geoff Davidson, Integration Dir.
Starcom IP
SUMMARY
The All-Bran cereal brand had nearly 90 years of serious taste and image baggage to overcome. Simply launching a tastier version (All-Bran Yogurt Bites) wasn't enough. The challenge was to transform this cereal laxativeinto a desirable food. We needed to drive base dollar sales growth and persuade consumers to try the new variety. By repositioning the brand's effectiveness in relation to fiber supplements and emphasizing great taste, the messaging forced consumers to reevaluate their fiber habits and give All-Bran Yogurt Bites a try. Base business sales soared and the copy was dubbed the"Most Persuasive Ad" ever tested in the Millward Brown database.
