1. Brand failures : the truth about the 100 biggest branding mistakes of all time, Matt Haig, 2011
2. Salt, sugar, fat : how the food giants hooked us, Michael Moss, 2013
3. Encyclopedia of global brands, 2013
This is an old print ad for The slogan designed for Rice Krispies. the Kellogg's Rice Krispies cereal brand "Snap! Crackle! Pop!" is iconic and has been a part of culture since 1932. This print ad from the 1940’s represents the history of the Kellogg’s brand because it shows the slogan’s use from decades ago. It is interesting to see how relevant the slogan was within their ads even back then! The ad appeals to children because of the characters and adult consumers talking about the unique crispinss of the cereal.
I found this to be an interesting print ad for Kellogg’s Frosted Flakes because it displays the box of cereal with Tony The Tiger on the front. The print emphasizes how the flakes are made and frosted. Here you can compare the evolution of the product mascot, and that it seems to want to appeal to children, but most importantly to the parents. In this ad it says “don’t let the kid’s have all the fun”. The concerns of the consumers at the time were not so much about health, but about having an enjoyable product that both themselves and their children may like (on the box it even says “sugar” before the cereal name!).
This 2007 print ad for Mini Wheats shows that even as the company comes out with new products, they
still appeal to an audience through creating characters to represent a product. The ad is introducing a new flavor of Mini-Wheats cereal. Here humor is used to appeal to a fun-loving and rounded audience of people who enjoy
eating healthy but enjoying themselves.
I believe that Howard Moskowitz would respond to these ads in an indulgent manner. In his work he focuses on what appeals people to certain foods, and what makes them want to come back to that food product and have that experience again. His focus on how advertisements use different elements in different ads to relate to certain audiences is also a mechanism that Kellogg’s uses for each of their brands. These Kellogg’s ads portray the “need” to try these different products by playing with consumers’ curiosity and sense of humor. They understand the variety of their customers, as well as their products, and advertise accordingly to help drive people to purchasing their product.