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Article: Kellogg cans K-sentials ads for brand work;Martin Agency remains aboard for unspecified projects in 2000.
- Article from:
- Advertising Age
- Article date:
- November 29, 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. has decided that its K-sentials is no longer essential.
The extensive TV and print campaign launched in March of this year to support Kellogg's multibrand push will be pulled in favor of specific brand advertising. The K-sentials logo, developed to promote additionally fortified cereals in Kellogg's existing portfolio, will remain on packages.
The campaign, from the Martin Agency, Richmond, Va., was, like most of Kellogg's recent efforts, expected to drive sales of its lagging cereal business, eclipsed recently by competitor General Mills.
Kellogg will retain Martin for yet-to-be-determined projects.
The K-sentials ...