Kellogg's Coco Pops: A storybook success
Launched in 1960, sales and distribution of Coco Pops kids breakfast cereal had waned. Target: mums and children. Belief that parents were more willing to 'indulge' their children by paying more for pre-sweetened cereals. Objective: to support the best placed pre-sweetened brand (Frosties) and to increase distribution. Media: TV which introduced name and pack change. Tested in London. Evaluation: much higher sales and distribution in test area compared to nationwide. Yorkshire test led to similar success. National roll-out in 1983. Successful brand performance.