The Kid in You

Last updated

The Kid in You is an advertising slogan developed for Kellogg's Frosted Mini-Wheats by the Leo Burnett Agency in the mid-1980s. [1] The slogan was aimed at adults who were concerned with their perceived maturity but still wanted a sweet tasting children's cereal.

Contents

Overview

"The Kid in You" campaign, started in 1984, proved to be a brilliant response to demographic challenges facing the breakfast cereal industry in the 1980s. As baby boomers aged and consumers showed an increasing interest in nutritious alternatives to the heavily sweetened, child-oriented cereals that had driven growth for two decades, the breakfast cereal market became more complex and segmented. [2] To maintain its lead in the industry, the Kellogg Company had to respond to the gap in the adult cereal market. It positioned Frosted Mini-Wheats as a product with broad-based appeal. The campaign was aimed at adults whose maturity made them concerned about nutrition but whose taste buds still craved flavor. Considered by critics to be a clever and appealing approach, the strategy was quite successful, and led to Frosted Mini-Wheats becoming one of the best-selling cereals in the United States. [3]

Historical context

In the 1960s, Kellogg's success with presweetened cereal brands remained high, and consistently strong brands such as Corn Flakes indicated that a solid market existed for basic cereals as well. Sugar Frosted Mini-Wheats, introduced in 1969, was a product that offered the fundamental nutrition of shredded wheat with the added appeal of sweet taste. The brand, with 'sugar' eventually removed from its name, became Kellogg's anchor product in the growing wheat biscuit category. [4]

Consumer developments in the late 1970s and early 1980s further affected the cereal industry. Parents and other advocates for children began to complain about the negative effects of sugary cereals and linked children's consumption of presweetened cereals to obesity and tooth decay. Demanding accurate information about product contents, many consumers were dismayed to learn that sugar was the main ingredient in some of these cereals. Medical studies suggesting a relationship between diet and heart disease and cancer helped to stimulate increased interest in basic nutrition and natural foods, including such products as oat bran and whole-grain fiber. In response, cereal manufacturers rushed out oat bran cereals and other products aimed at a health-conscious market. By the early 1980s, cereal companies were responding to consumer preferences that had become complex and specialized. As a product that appealed to both adults and children, Frosted Mini-Wheats was a brand that could remain on pantry shelves even after children had moved away from home.

Target market

Children under the age of 17 consume the most cereal per capita. Adults (25-49) by contrast consume approximately half as much. [5] As the baby-boom market aged during the early 1980s, Kellogg's saw its market share decline dramatically. To reverse this trend, Kellogg's believed it had to convince adults to eat more cereal. When they were children, the approximately 75 million adults of this generation had fueled the industry's huge growth. But the adult market had become segmented, primarily into two groups, one concerned with high-fiber cereals with no added sugar, and the other interested in flavor and willing to accept a small amount of added sugar. With Frosted Mini-Wheats, Kellogg's claimed that consumers now did not have to make a choice between healthiness and flavor.

Marketing strategy

In response to changing consumer patterns and industry trends, Kellogg's announced a major "back to basics" marketing strategy in 1984. A principal component of this strategy was an increase in advertising dollars, a development the company had begun earlier in the decade. Kellogg's also planned new creative approaches to its advertising. Although it shifted advertising for some of its brands to J. Walter Thompson, it kept Frosted Mini-Wheats with its long-standing agency, Leo Burnett. [6]

To convince middle-aged consumers to eat more Frosted Mini-Wheats, Leo Burnett created a television commercial campaign for prime time. Burnett's strategy combined humor and nostalgia. The television spots presented Frosted Mini-Wheats as a product that could appeal to both sides of a typical adult: the rational side concerned with nutrition and fiber, and the juvenile side attracted to sweet flavor. The "Kid in You" were meant to remind viewers of how much they had enjoyed Frosted Mini-Wheats as children and suggested that it was permissible for serious adults to indulge in their childhood tastes. [7]

Outcome

Kellogg's considered Burnett's approach for Frosted Mini-Wheats to be a resounding success. Between 1990 and 1994, the brand doubled in sales and, by 1994, was ranked the number three cereal in the United States. [8]

Related Research Articles

<span class="mw-page-title-main">Breakfast cereal</span> Processed food made from grain

Breakfast cereal is a breakfast food made from processed cereal grains. It is traditionally eaten as part of breakfast, or a snack food, primarily in Western societies.

<span class="mw-page-title-main">Raisin bran</span> Breakfast cereal containing raisins and bran flakes

Raisin bran is a breakfast cereal containing raisins and bran flakes. Raisin bran is manufactured by several companies under a variety of brand names, including the popularly known Kellogg's Two Scoops Raisin Bran, General Mills' Total Raisin Bran, and Post Cereals' Raisin Bran. Though Raisin Bran is generally perceived as a healthier alternative to more sugary cereals, most popular brands of raisin bran contain high amounts of sugar.

<span class="mw-page-title-main">Frosted Flakes</span> WK Kellogg Co brand of sugar-coated corn flakes

Frosted Flakes or Frosties is a breakfast cereal, produced by WK Kellogg Co for the United States, Canada, and Caribbean markets and by Kellanova for the rest of the world, and consisting of sugar-coated corn flakes. It was introduced in the United States, in 1952, as "Sugar Frosted Flakes". The word "sugar" was dropped from the name in 1983.

<span class="mw-page-title-main">Kellogg's</span> American multinational food company

Kellanova Company, formerly known as the Kellogg Company and commonly known as Kellogg's, is an American multinational food manufacturing company headquartered in Chicago, Illinois, US. Kellanova produces and markets convenience foods and snack foods, including crackers and toaster pastries, cereal, and markets their products by several well-known brands including the Kellogg's brand itself, Rice Krispies Treats, Pringles, Eggo, and Cheez-It, along with cereal internationally such as Corn Flakes, Rice Krispies, Frosties and Coco Pops.

<span class="mw-page-title-main">Pop-Tarts</span> Brand of toaster pastries

Pop-Tarts is an American brand of toaster pastries produced and distributed by Kellanova since 1964, consisting of a sweet filling sealed inside two layers of thin, rectangular pastry crust. Most varieties are also frosted. Although sold precooked, they are designed to be warmed inside a toaster or microwave oven. They are usually sold in pairs inside Mylar packages and do not require refrigeration.

<span class="mw-page-title-main">Apple Jacks</span> Breakfast cereal made by WK Kellogg Co

Apple Jacks is an American brand of breakfast cereal that is produced by both successors to the original Kellogg's—WK Kellogg Co in the United States, Canadian, and Caribbean markets and Kellanova in the rest of the world. It was introduced to the U.S. as "Apple O's" in 1965 after being invented by college intern William Thilly. In 1971 the name "Apple Jacks" was put into action by advertisers. The product is described by Kellogg's as a "crunchy, sweetened multi-grain cereal with apple and cinnamon." Apple Jacks is one of the top four cereal brands marketed within stores and is most heavily marketed on Kellogg's internet platform.

<span class="mw-page-title-main">Rice Krispies</span> Breakfast cereal made by WK Kellogg Co and Kellanova

Rice Krispies is a breakfast cereal produced by WK Kellogg Co for the United States, Canadian, and Caribbean markets and by Kellanova for the rest of the world. Rice Krispies are made of crisped rice. When milk is added to the cereal the rice tends to collapse, creating the characteristic "snap, crackle and pop" sounds.

<span class="mw-page-title-main">Special K</span> WK Kellogg Co brand of cereal

Special K is an American brand of breakfast cereal and meal bars originally manufactured by Kellogg's. The cereal was introduced to the United States in 1955. It is made primarily from grains such as lightly toasted rice, wheat and barley. Special K used to be marketed primarily as a low-fat cereal that can be eaten to help one lose weight. Following the 2023 spinoff of Kellogg's North American cereal division, the cereal is manufactured by WK Kellogg Co for the United States, Canada, and Caribbean markets. The former Kellogg's, renamed Kellanova, continues to manufacture the cereal for the rest of the world and the meal bars for all markets.

<span class="mw-page-title-main">Tony the Tiger</span> American advertising cartoon mascot

Tony the Tiger is the advertising cartoon anthropomorphic tiger mascot for Frosted Flakes breakfast cereal, appearing on its packaging and advertising. After the original Kellogg Company spun off its North American cereal business in late 2023, the mascot is owned by WK Kellogg Co in the U.S., Canada, and Caribbean markets and by Kellanova in the rest of the world. Tony has also been the mascot for related cereals such as Tony's Cinnamon Krunchers and Tiger Power. Since Tony's debut in 1952, the character has spanned several generations and has become a breakfast cereal icon.

Post Consumer Brands is an American consumer packaged goods food manufacturer headquartered in Lakeville, Minnesota.

<span class="mw-page-title-main">Honey Smacks</span> Breakfast cereal made by Kelloggs

Honey Smacks is a sweetened puffed wheat breakfast cereal made by Kellogg's, noted for its high sugar content. It was introduced in the early 1950s.

<span class="mw-page-title-main">Golden Crisp</span> Breakfast cereal made by Post Cereals

Golden Crisp, also known as Sugar Crisp in Canada, is a brand of breakfast cereal made by Post Consumer Brands that consists of sweetened, candy-coated puffed wheat and is noted for its high sugar content. It was introduced in the United States in 1948.

<span class="mw-page-title-main">Chex</span> General Mills breakfast cereal

Chex is an American brand of breakfast cereal currently manufactured by General Mills. It was originally known as Shredded Ralston, first produced in 1936 and owned by Ralston Purina of St. Louis, Missouri, then later renamed Chex in 1950. The Chex brand went with corporate spinoff Ralcorp in 1994 and was then sold to General Mills in 1997. Rival cereal company Kellogg's has the rights to the Chex brand in South Korea and Singapore.

<span class="mw-page-title-main">Shredded wheat</span> Breakfast cereal made from whole wheat

Shredded wheat is a breakfast cereal made from whole wheat formed into pillow-shaped biscuits. It is commonly available in three sizes: original, bite-sized and miniature. Both smaller sizes are available in a frosted variety, which has one side coated with sugar and usually gelatin. Some manufacturers have produced "filled" versions of the bite-size cereal containing a raisin at the center, or apricot, blueberry, raspberry, cherry, cranberry or golden syrup filling.

<span class="mw-page-title-main">Honeycomb (cereal)</span> Breakfast cereal made by Post

Honeycomb is a breakfast cereal first released in 1965, owned by Post Holdings. It consists of honey-flavored corn cereal bits in a honeycomb shape.

<span class="mw-page-title-main">Eggo</span> Brand of frozen waffles

Eggo is a brand of frozen waffles owned by Kellanova, and sold in North America. Several varieties are available, including homestyle, miniature, cherry, blueberry, strawberry, vanilla bliss, brown sugar cinnamon, apple cinnamon, buttermilk, chocolate chip, and Thick & Fluffy.

<span class="mw-page-title-main">Frosted Mini-Wheats</span> Breakfast cereal made by WK Kellogg Co

Frosted Mini-Wheats is a breakfast cereal manufactured by WK Kellogg Co consisting of shredded wheat cereal pieces and frosting.

Mini Swirlz was a brand of frosted cereal produced by the Kellogg Company. The first flavor, Cinnamon Bun, was introduced in 2005, and was successful enough that two temporary flavors followed, Fudge Ripple and Peanut Butter. The cereal was made mainly with sweetened cornmeal, whole oat grain, and whole wheat grain, with a flavored topping that corresponds to the variety. The pieces in each version are shaped to resemble cinnamon buns. In 2009 Mini Swirlz was discontinued by Kellogg's.

"I Want My Maypo" was an advertising slogan used by Maltex Company of Burlington, Vermont. It was used to advertise Maypo, a brand of maple flavored oatmeal starting in the 1950s.

References

  1. ↑ "Frosted Mini-Wheats: Ad Proposition Powers Success". 3 October 1994.
  2. ↑ Riggs, Thomas, Encyclopedia of Major Marketing Campaigns, Detroit: Gale Publishing, 2000. 877.
  3. ↑ Riggs, Thomas, Encyclopedia of Major Marketing Campaigns, Detroit: Gale Publishing, 2000. 877.
  4. ↑ Riggs, Thomas, Encyclopedia of Major Marketing Campaigns, Detroit: Gale Publishing, 2000. 878.
  5. ↑ Riggs, Thomas, Encyclopedia of Major Marketing Campaigns, Detroit: Gale Publishing, 2000. 878.
  6. ↑ "Agency | Leo Burnett".
  7. ↑ Archived at Ghostarchive and the Wayback Machine : Frosted Mini Wheat Ad. YouTube .
  8. ↑ Riggs, Thomas, Encyclopedia of Major Marketing Campaigns, Detroit: Gale Publishing, 2000. 880.
This page is based on this Wikipedia article
Text is available under the CC BY-SA 4.0 license; additional terms may apply.
Images, videos and audio are available under their respective licenses.