The point about this fascinating company is its continuity - of both brand and product. And, too, of advertising agency. Kellogg has been working with J Walter Thompson in the UK since 1938. This means that JWT can showcase its own work. So the familiar crowing cock logo introduces selections from 40 years of the 30-second cornflake theatre: at the moment one has a choice of a somewhat Andrews Sisters-like threesome of 1955, or the taxi-driver's outdoor breakfast of the early Sixties (slightly British Neo-Realist, Tom Courtney and Rita Tushingham-ish). No doubt others from past campaigns will follow.
Kellogg's Cornflakes is a traditional superbrand, part of the 'old money' of FMCG - Fast Moving Consumer Goods - from a time before mobile telephones and financial services for all. Old is reassuring with a brand like this. And advertising history is lovely stuff of course - it makes for a nice nostalgic wallow for the more mature viewer, but is also a bit like one of BBC2's frequent pop-culture exhumations, appealing to the smarter young market as well. Kellogg's is aiming for gentle 'market stimulation' for the original product; what more civilised way to do it?
Videotapes supplied by Tellex Commercials.
(Photograph omitted)Reuse content