Kellogg's Corn Flakes:Dimaag Chalega Nahi Daudega

AGENCY:JWT
BRAND:Kellog's Corn Flakes
CAMPAIGN TITLE:Dimaag Chalega Nahin Daudega
CLENT:Kellog India Pvt.Ltd.
G/S/B:Bronze

Marketing Challenge
KCF was launched in India in 1995 and is the dominant brand in the cornflakes category today.Kellogg's is seen as a dependable brand,and the product is felt to be nutritious and tasty.

That said KCF is still a long way from being a part of the Indian househol's breakfast options(like poha,idli,even bread)dominate the Indian psyche.Breakfast Food is expected to be nutritious,flling and tasty conditions which all these foods fulfill.

Thus KCF is a rare visitant at the breakfast table with both target group penetration and consumption leaving much to be desired.The sales volumes had been flat since 2000. Finally,the only part of the marketing mix that could be affected was the communication the product,price and distribution were in place.

Campaign Objective
To make KCF a part of the regular breakfast repertoire,it was necessary to establish a strong emotional connect with the target audience.The key message that KCF was a highly nutritious breakfast for their kids had to be communicated in a highly relevant and powerful way.

Target Audience
Mothers of young Children(Age 6-12 years) Mothers across the ages have always wanted the best for their children,and today's mother is no different.What is different is the way in which she interacts with her children-she is ot authoritarian,but a friend.Thus she is much more indulgent with her childre's desires and often compromises with what she beleivesis best to accommodate their desires.

But what is it that she considers is the best for her children? Without doubt,even today,excellence in academics is seen as the best benchmark of the child's performance.And she feels most fulfilled when her children perform well academically,because it is a 'report card' of her nurturing skills.

Creatives Strategy
Thus the creative strategy,very simply,was KCF contains Iron,which enhances concentration and this concentration leads to better academic performance.

The key creative insight was that among various subjects that constitute academics,Mathematical brilliance is seen as the truest measure of a child's intelligence. But maths in school can be boring.Thus the effort was to take maths out of the classroom and into real life everyday fun situations and bring out the fact that with Kellog's Iron Shakti Dimaag Chalega Nahin,Daudega.

This was executed via TVCs Supermarket and Phone Number

Media Strategy
The media task was to build saliency towards the Cor Flakes and establish the Brand in the minds of the consumer.Media also had to bring alive the Brand in the minds of the consumer.Media also had to bring alive the brand promise of 'Dimaag Chalega Nahi Daudega'.Television was identified as the medium whereby one could target the TG-the mothers effectively and efficiently.The penetration of other food categories was analyzed for selecting channel genres.The media weights put behind KCF at the launch burst was 560 GRPs put behind the campaign was 2000 GRPs between January and July 2004.

The strategy focused on women's programming which had high involvment in the TG.Sufficient media weights were put behind TVCs to achieve the objectives

Result
The results were immediate and astonishing.The sales jumped up 26% month on month and stayed there.(The monthly units moved up from 130 units-160 units a month.)This was after sales volumes had been flat for 3 years.

The awareness of Kellogg's went up significantly.Also,the main message'Makes children smart' was taken out by 65% of the audience.

(SOURCE:SOLUS)