THE MARKETING 100: HONEY CRUNCH CORN FLAKES: MIKE BUTLER

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Last fall, Kellogg's Honey Crunch Corn Flakes hit the market as if it were running.

Its first promotional effort truly was a race. Led by Mike Butler, the new cereal brand's marketing team leveraged Kellogg's six-year Nascar sponsorship by unveiling a Honey Crunch Corn Flakes branded car at a race Oct. 2 in Charlotte, N.C.

The car featured Cornelius, the traditional Corn Flakes rooster, decked out in Honey Crunch Corn Flakes' theme colors of yellow, gold and blue, and prominently displayed the product's brand name.

Cornelius' appearance on packages represents the first time the rooster and the Corn Flakes brand have been extended to a new product. The cereal is a Corn Flakes line extension that features honey and bits of almond.

Mr. Butler and his team followed the Nascar launch with an estimated $20 million national TV campaign by J. Walter Thompson USA, New York. The :15 and :30 spots feature vignettes of Americans sitting down to a family breakfast of Honey Crunch Corn Flakes.

The theme, "Taste of honey, heart of gold," reflects what the marketer's research indicates the Corn Flakes name means to consumers-wholesome, trustworthy goodness.

Within three months of its introduction, Kellogg's Honey Crunch Corn Flakes garnered a 1.2% market share, according to Kellogg.

Mr. Butler's efforts on the Honey Crunch launch helped him land a promotion at Kellogg. At the time of the product's launch last fall, Mr. Butler was VP-marketing. He has since been promoted to VP-equity development.

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