CASE STUDY SUMMARY:
Our brief was to make Coco Pops - Kellogg’s children's cereal brand - more relevant, topical and desirable to today’s kids across culturally diverse countries - South Africa, Australia, India, Japan, Hong Kong, and Singapore.
Breakfast habits are the hardest habits to change. Convincing mothers of the superior nutritional benefits of a chocolatey cereal brand wouldn’t cut it, so instead we looked at the unique emotional benefit Coco Pops could bring. After qualitative research across Coco Pops’ key markets from Asia to Africa, we discovered how regimented children’s lives had become and how much they lacked light-heartedness. Asian parents in particular were notorious for putting intense pressure on their children to excel academically.
Children, as for them, remained children, and still loved playing, delighting in their favourite snacks and hearing magical stories. One key finding emerged across all studied markets: Children adored things that transform. They loved the magic of it. They loved characters changing (e.g.: Harry Potter), they loved stories with before and afters, and the success of Transformers was no accident!
To make Coco Pops a modern symbol of today’s kid’s generation, we harnessed our unique benefit, i.e. dramatising the transformative power of Coco Pops. It would literally speak to its product benefit - the transformation of the milk into chocolate milk, as well as speak to its symbolic meaning; taking children out of their stressful, regimented and ordinary lives into an extraordinary world.
We created a brand manifesto video to bring to life Coco Pops’ new strategy. The next stage would consist of rolling out in key markets Coco Pops’ new brand identity, packaging and 360 communications campaign.
Note: I was the lead Strategic Planner on the project at JWT Singapore, reporting to the Head of Planning, and working together with Account Management, Creative and Production specialists.
