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."

PROMOTED VIDEO
Have you tried new the Independent Digital Edition apps?
News
ebookA unique anthology of reporting and analysis of a crucial period of history
Arts and Entertainment
Peter Griffin holds forth in The Simpsons Family Guy crossover episode
tv
Life and Style
Upright, everything’s all right (to a point): remaining on one’s feet has its health benefits – though in moderation
HealthIf sitting is bad for your health, what happens when you stay on your feet for a whole month?
News
Kristen Stewart and Rupert Sanders were pictured embracing in 2012
people
News
President Obama, one of the more enthusiastic users of the fist bump
scienceBumping fists rather than shaking hands could reduce the spread of infectious diseases, it is claimed
Sport
Mario Balotelli posed for this selfie during AC Milan's 5-1 defeat to Manchester City
sport
Sport
Laura Trott with her gold
Commonwealth Games
Arts and Entertainment
Gal Gadot as Wonder Woman
arts + ents
News
Bryan had a bracelet given to him by his late father stolen during the raid
people
Sport
France striker Loic Remy
sportThe QPR striker flew to Boston earlier in the week to complete deal
Extras
indybestSpice up your knife with our selection of delicious toppings
Sport
sport
News
Orville and Keith Harris. He covered up his condition by getting people to read out scripts to him
People
Independent
Travel Shop
the manor
Up to 70% off luxury travel
on city breaks Find out more
santorini
Up to 70% off luxury travel
on chic beach resorts Find out more
sardina foodie
Up to 70% off luxury travel
on country retreats Find out more
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

iJobs Job Widget
iJobs Media

ERP Business/ Implementation Analyst

£40000 - £45000 per annum + competitive: Progressive Recruitment: This is an e...

Ecommerce Specialist

£Neg. (DOE) + Excellent Benefits: Guru Careers: We are seeking an Ecommerce Sp...

Data Scientist

competitive: Progressive Recruitment: A data analytics are currently looking t...

Web / Digital Analyst - SiteCatalyst or Google Analytics

competitive: Progressive Recruitment: My client who are a leading publisher in...

Day In a Page

A new Russian revolution: Cracks start to appear in Putin’s Kremlin power bloc

A new Russian revolution

Cracks start to appear in Putin’s Kremlin power bloc
Eugene de Kock: Apartheid’s sadistic killer that his country cannot forgive

Apartheid’s sadistic killer that his country cannot forgive

The debate rages in South Africa over whether Eugene de Kock should ever be released from jail
Standing my ground: If sitting is bad for your health, what happens when you stay on your feet for a whole month?

Standing my ground

If sitting is bad for your health, what happens when you stay on your feet for a whole month?
Commonwealth Games 2014: Dai Greene prays for chance to rebuild after injury agony

Greene prays for chance to rebuild after injury agony

Welsh hurdler was World, European and Commonwealth champion, but then the injuries crept in
Israel-Gaza conflict: Secret report helps Israelis to hide facts

Patrick Cockburn: Secret report helps Israel to hide facts

The slickness of Israel's spokesmen is rooted in directions set down by pollster Frank Luntz
The man who dared to go on holiday

The man who dared to go on holiday

New York's mayor has taken a vacation - in a nation that has still to enforce paid leave, it caused quite a stir, reports Rupert Cornwell
Best comedians: How the professionals go about their funny business, from Sarah Millican to Marcus Brigstocke

Best comedians: How the professionals go about their funny business

For all those wanting to know how stand-ups keep standing, here are some of the best moments
The Guest List 2014: Forget the Man Booker longlist, Literary Editor Katy Guest offers her alternative picks

The Guest List 2014

Forget the Man Booker longlist, Literary Editor Katy Guest offers her alternative picks
Jokes on Hollywood: 'With comedy film audiences shrinking, it’s time to move on'

Jokes on Hollywood

With comedy film audiences shrinking, it’s time to move on
It's the best of British art... but not all is on display

It's the best of British art... but not all is on display

Voted for by the British public, the artworks on Art Everywhere posters may be the only place where they can be seen
Critic claims 'I was the inspiration for Blanche DuBois'

Critic claims 'I was the inspiration for Blanche DuBois'

Blanche Marvin reveals how Tennessee Williams used her name and an off-the-cuff remark to create an iconic character
Sometimes it's hard to be a literary novelist

Sometimes it's hard to be a literary novelist

Websites offering your ebooks for nothing is only the latest disrespect the modern writer is subjected to, says DJ Taylor
Edinburgh Fringe 2014: The comedy highlights, from Bridget Christie to Jack Dee

Edinburgh Fringe 2014

The comedy highlights, from Bridget Christie to Jack Dee
Dame Jenny Abramsky: 'We have to rethink. If not, museums and parks will close'

Dame Jenny Abramsky: 'We have to rethink. If not, museums and parks will close'

The woman stepping down as chair of the Heritage Lottery Fund is worried