Kellogg's Coco Pops: Building the Brand 1986-1992
By 1984-5 sales for Kellogg's Coco Pops cereal began to decline, in spite of increased advertising. Media campaign used 17 commercials, made between 1986 and 1992 promoting new strategy. Results: sales increase 90% volume, 177% value, share increased 60%, brand profitability increased 5 fold. Positive brand image. The brand maintained a positive price differential at a time when the market was increasingly price driven (recession).