CLIENT
The Kellogg Company
Jose Alberto Duenas, Dir.-Kellogg Ready-to-Eat Cereals
Tim Shannon, Brand Mgr.-Corn Pops
AGENCY
Jeff Canzona, Creative
Saneel Radia, Creative
Jason Minyo, Creative
Eric Schnabel, Acct. Dir.-Comm.
Katie Miller, Acct. Super.-Comm.
Cindy Zollar, Acct. Dir.-Operations
Ana Loncar, Producer
Megan Van Someren, Acct. Planner
Starcom MediaVest Group
Biggs-Gilmore
Denuo Group
SUMMARY
With almost a decade's sales decline, Corn Pops wasn't popping in the minds of tweens anymore. The brand needed to overcome the misperception that Corn Pops taste like corn and drive relevance. By connecting the brand to the current tween desire for things random, quirky and different, this campaign took familiar stories and flipped them into unexpected, absurd tales all about the desire for Pops. In doing so, the campaign dramatically reversed the decline and regained relevance and POPularity.
