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Article: Strategy Coco Pops. (AD WATCH).
- Article from:
- New Media Age
- Article date:
- October 11, 2001
- Author:
CopyrightCOPYRIGHT 2001 Centaur Communications Limited. 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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Timing: From May 2001 to August 2001
Background: Coco Alert was the third in a series of campaigns aimed at 7-10-year-olds, which Kelloggs ran to try and revive its Coco Pops cereal brand. At every stage the aim was to get children to interact with the brand and get them involved in its future, driving them to the Coco Pops Web site through TV ads and promotions on packets. The first phase began in 1999 with Coco Vote, which encouraged kids to go to the site and have their say on the brand's name. Then in 2000 came Coco Rescue, another simple response campaign in which children could vote on the outcome of a cliffhanger scenario. The aim of Coco Alert was to ...