Creative impulse

Kellogg's has come out of the kitchen with its latest campaign for its corn flake brand. Gone is the usual cosy breakfast-time banter along with the "Have you forgotten how good they taste?" strapline. The new spots depict members of bizarre clubs, such as the Dr Who Appreciation Society and the Hither Green Popeye Club, tucking into the cereal while indulging in their eccentric pursuits. The new slogan: "So whatever you get up to ... get up to Kellogg's Corn Flakes".

The client: The Kellogg's Company Limited

Mark Sims, marketing director

"The brief was simple. This was not a major brand repositioning, but a new, focused communication to open up the appeal of the brand. Kellogg's Corn Flakes is the UK's biggest breakfast cereal, getting into around 50 per cent of all households. We wanted to feature as broad a cross-section of society as possible, to say that this is a cereal that can be enjoyed by everyone. But the foundation of the company is on nutrition. Kellogg's represents all the nutritional virtues that people are looking for, and our emphasis on this will become more apparent as the campaign continues."

The agency: J Walter Thompson

Carol Potter, director-in-charge

"It was fantastic to be able to take a brand like Kellogg's Corn Flakes - a great icon - and create new advertising for it. We sought to re-establish the qualities traditionally associated with the product: sunshine, energy, optimism, and it being a great start to the day.

"The challenge here was to present a big, familiar brand in a relevant and interesting way. The brand is huge, in the home all the time, and so we were looking to re-express the familiar, and mount a campaign of a stature that would match the stature of the brand.

"What we have done is take the role of Kellogg's Corn Flakes in British society and celebrate it. The clubs we have chosen to feature in the ads are eccentric, but are at the same time at the heart of British life. It is things like Dr Who, for example, that the British are fascinated by. These pursuits are used as a metaphor for our message that whatever you do, and whoever you are, Corn Flakes are a great way to start the day."

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