Kellogg's Rice Krispies: The effect of a new creative execution

1978-80 campaign to revitalise a brand which had slipped to a position of secondary purchase for many. Strategy wanted to remind mothers of their childhood by positioning product as 'the childhood cereal'. Analysis showed a clear increase in demand. Substantial difference seen between the actual market shares achieved and those predicted, an extra 14% sales volume, advertising was the only explanation for this.