Kellogg breaks JWT campaign for Raisin Bran

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Kellogg Co. unveils the next evolution of ads for its 1-year-old Raisin Bran Crunch brand with two new TV spots breaking Feb. 1. The estimated $10 million to $20 million campaign from J. Walter Thompson USA, New York, also includes three radio spots and three print executions.

The new ads follow the same initial path set up by the first "Breakfast is back" work begun last year that featured young and hip Gen Y-type males. However, these ads advance the theme with quirky humor aimed at 18- to 34-year-old men and women.

In one spot, a young man with long hair looks in the mirror, scissors in hand and cuts away a large clump in the front. He then goes into another room, but soon returns and clips away more hair. The final shot shows him, with shortened hair only in the front, slurping and leaning very close over his bowl of Raisin Bran Crunch. The trim was to keep his hair out of the milk.

Another ad shows a young man using a blender to make a Raisin Bran Crunch shake. Cereal boxes will now feature the recipe.

EACH ONE DIFFERENT

"The spots all have a different look. We didn't want them to be slackers part 1, 2 and 3," said Alan Platt, JWT group creative director on Kellogg. "We want to reach our target audience -- the MTV generation -- and speak with a certain voice. They don't like to feel targeted, but they do like to be entertained."

The campaign continues a diverse media approach. Print features pop art and neon color with snarky sayings such as "Make this morning special. Use a spoon." The radio spots feature young people talking about their outrageous lives (tattoos, eloping, etc.) while a parent doesn't seem to hear what they are saying: until the young person mentions they ate breakfast. The adults finally listen and respond, "Since when do you eat breakfast?"

PRINT AND TV ADS

Print will run in magazines including Dennis Publishing's Maxim, Time Inc.'s Sports Illustrated and Hearst Magazines' Cosmopolitan. TV will air on national cable, including Comedy Central, E!, MTV and VH-1.

Raisin Bran Crunch has enjoyed a successful first year. The brand had $67 million in sales for the 52 weeks ended Jan. 2, according to Information Resources Inc. That placed Raisin Bran Crunch at No. 32 in the $7.7 billion ready-to-eat cereal category.

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