Frosted Flakes

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Paul Norman has worked on building the Frosted Flakes cereal brand in Canada, France, Latin America and the U.K.

But when the 12-year veteran of Kellogg Co. turned his attention toward boosting the iconic cereal domestically last year as VP-U.S. ready-to-eat cereal marketing, he set a world record.

While the U.S. cereal category overall grew a mere 0.3% in sales last year, Frosted Flakes grew upward of 12%, in large part due to the revitalization of adult- and kid-targeted advertising for the $400 million brand.

"Frosted Flakes has the unique ability in this market that very few brands have to come into the household through kid demand and also through adult demand," says Mr. Norman, 35.

Though the insight was hardly new, having been the impetus behind the cereal's 13-year-old adult-targeted "Shadows" campaign, the old positioning was beginning to wear thin, he says.

"There seemed to be no reason to be shy anymore about loving Frosted Flakes as an adult, so we needed to take people out of the shadows and showcase their passion in a humorous way," Mr. Norman says.

Leo Burnett USA, Chicago, was enlisted to do just that and, with the help of comedic director Christopher Guest, the longtime Kellogg agency developed the "Passion" campaign that humorously depicts, documentary-style, the many things to love about the brand.

In "Groupies," people are obsessed with Tony the Tiger; in "Collector," it's the flakes they love.

But while the new adult ads went a long way in building the brand, Kellogg also had to focus on re-energizing the Tony the Tiger icon among kids through ads that told tweens, "Frosted Flakes brings out the tiger in you . . . " as well as with efforts reaching out to kids younger than 8 with a snappy "Hey Tony" jingle.

Dollar and volume share for the brand continue to grow as fresh executions evolve from their newly established foundations.

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