Marketing To Latinos: A Guide to the In-Culture Approach Part 2
Part 2 Case Studies | Part 1 Case Studies
  CASE STUDY: Kellogg's Frosted Flakes ("GRRR")
KELLOGG'S


Background

The Hispanic comsumption of Ready to Eat Cold Cereal (RTEC) was in decline. There had been an annual 3% drop in volume from 1997-1999.

Entering 2000, Kellogg's market leadership was weakening. Between 1995 and 1999, Kellogg's Hispanic volume declined at more than twice the rate (-13% vs. - 6%) of the category. Yielding their smallest share lead in 4 years. In the general market, Kellogg's had already slipped to #2 behind General Mills.

Kellogg's was facing a competitive disadvantage in media spending and with branding efforts.

Kellogg's had limited resources and funds. Since they were unable to support more than one brand in the Adult and All-Family categories, they chose to support the #2 Hispanic brand, Frosted Flakes versus the long time Hispanic leader, Kellogg's Corn Flakes.

Campaign Objectives

Marketing Objectives: To grow the consumption of Frosted Flakes among U.S. Hispanics, recuperating their share of market and performing ahead of the category.

Communication Objective: To remind Hispanic consumers why they love eating Frosted Flakes (Get Hispanics Grrring for the great taste of Frosted Flakes!)

Target Audience: Spanish-dominant Hispanic Women (Moms) 18-49

Strategy

To devise and implement a vertically integrated marketing plan behind Frosted Flakes:

  • Driven by national TV
  • Supported with spot TV, OOH, radio and promotions in key Hispanic markets

Insight
Obsession vs. Passion

The general market campaign of obsession for the brand didn't resonate with Hispanics. Passion was a better fit. Hispanics are passionate about family, music and food, and Hispanics love everything about the brand (i.e., sweet crunchy flakes, Tony the Tiger).

Creative Execution

From the original strategy, a new spot was devised with unique Hispanic insights capturing the sense of passion via the "GRRR" mnemonic.

Results

At a time when the category decreased in volume by 8%, Kellogg's grew volume for the brand by 9%, re-igniting the passion for Frosted Flakes which helped drive Kellogg's overall RTEC business by nearly 3 share points.



Agency: Lapiz-Integrated Hispanic Marketing, a division of Leo Burnett USA
www.lapiz-advertising.com
 

 

 

 

 

 

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