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Article: KELLOGG PLAYFUL IN 1ST PRINT ADS FOR RAISIN BRAN CRUNCH: IRREVERENT STYLE TRIES TO BRIDGE RELATIONSHIP GAP WITH AD-SAVVY YOUNG AUDIENCE.
- Article from:
- Advertising Age
- Article date:
- July 5, 1999
- Author:
CopyrightCOPYRIGHT 1999 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Kellogg Co. gets funky with its first print advertising for Raisin Bran Crunch, breaking this month.
With flashy colors and striking pop-art images evoking the 1960s, the ads from J. Walter Thompson USA, New York, reach out to the members of the MTV generation in their own language.
`IS IT STILL CALLED BREAKFAST?'
Irreverent comments like ``Is it still called breakfast if you didn't go to sleep?'' crisscross the ads. The print continues the TV campaign's theme line of ``Breakfast is back'' but are visually different.
The TV spots, one of which -- ``Slackers'' -- won a Gold Lion in Cannes, are done in dark gray and dull tones. The ...