Article: Kellogg breaks JWT campaign for Raisin Bran ;Crunch brand Spots build on `Breakfast' work begun last year .(Brief Article)

Kellogg Co. unveils the next evolution of ads for its 1-year-old Raisin Bran Crunch brand with two new TV spots breaking Feb. 1. The estimated $10 million to $20 million campaign from J. Walter Thompson USA, New York, also includes three radio spots and three print executions.

The new ads follow the same initial path set up by the first "Breakfast is back" work begun last year that featured young and hip Gen Y-type males. However, these ads advance the theme with quirky humor aimed at 18- to 34-year-old men and women.

In one spot, a young man with long hair looks in the mirror, scissors in hand and cuts away a large clump in the front. He then goes into ...

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