With flashy colors and striking pop-art images evoking the 1960s, the ads from J. Walter Thompson USA, New York, reach out to the members of the MTV generation in their own language.
'IS IT STILL CALLED BREAKFAST?'
Irreverent comments like "Is it still called breakfast if you didn't go to sleep?" crisscross the ads. The print continues the TV campaign's theme line of "Breakfast is back" but are visually different.
The TV spots, one of which -- "Slackers" -- won a Gold Lion in Cannes, are done in dark gray and dull tones. The print and TV advertising, along with radio commercials breaking soon, are designed to maintain the same attitude.
DIFFERENT LOOK, SAME FEEL
"It looks different, but it feels the same. It has the same kind of vibe and the same kind of humor," said Alan Platt, JWT's group account director on Kellogg. "We believe each medium requires a different way to break through."
JWT's research shows the cereal rates especially high with teens and twentysomethings. Those ad-savvy consumers are extremely hard to reach, Mr. Platt noted. Self-deprecating humor is seen as one way to appeal to them.
The ads begin running this week in magazines including ESPN, Maxim, Rolling Stone, Shape, Spin and Us. Outdoor ads roll out into major markets later this month.
The style is a departure for Kellogg, but as Mr. Platt pointed out: "This is a generation with whom Kellogg, to this point, has not really had a relationship."
The Raisin Bran Crunch image work is Kellogg's latest of several attempts to