MUMBAI: Cereal major Kelloggs continues to make its presence felt. Be it the vignettes around Sony’s Jassi Jaissi Koi Nahi or the special edition of ‘Kelloggs Chocs Spider Man 2’ which was launched around the release of Spider Man 2.
Now, Kelloggs has entirely branded the ‘Zee Woman’ slot (12.30 pm to 3 pm) and has also tied up with the latest movie from DreamWorks Shrek 2 which released in India on Friday, 20 August.
The Zee – Kelloggs deal was finalised in June. Talking about the same, Kellogg India marketing head Yuvraj Arora said, “Our target audience for the corn flakes brand includes women/home makers, and as such, we actively try and participate in programmes catering to this audience. The afternoon time band, where the remote for the TV is in the woman’s hands is a logical choice. Since Zee was coming up with a very relevant and attractive proposition of branding the afternoon time band, we felt that it’s a good opportunity for Zee and Kelloggs to come together.”
The purpose of the branding is obviously to increase eyeballs for the brand and therefore sales. Says Arora, “If one were to put together data from audience measurement in terms of GRPs, feedback from trade and other sources in the north, east and west markets, the branding has been very visible. We are quite happy with the overall response generated by the activity. As far as sales are concerned, any activity that includes good planning and conceptualisation and excellent execution, like this particular one, always results in tangible benefits.”
Puss in Boots… in attacking mode! What to do? What not to do? If that’s the question, Kelloggs’ the answer!
As far as the tie up with Shrek 2 is concerned, the idea was conceptualised by the Broadmind (Group M) team. This tie up came about because of the company’s need to try different innovative media tactics to maximise the bang for the buck in today’s cluttered environment. The ad that is made around the same shows a scene from the movie wherein Puss in Boots is all set to attack Shrek. Shrek in order to fight Puss looks up to the sky in angst. A voice over says – ‘Will Kelloggs be able to help Shrek find a way to tackle Puss?’
Kelloggs core proposition is to educate consumers about the promise of each of our brands and with activities such as these, the company hopes to take their message to the consumer in an interesting manner. Talking about the probability for more such tie ups, Arora said, “As and when activities and alliances that offer us an opportunity to take our message to the consumer in an interesting manner materialise, we will evaluate and consider the same.”