Coco Pops back after vote

In one of the first TV and internet polls to give consumers a say in brand names and packaging, one million people have voted to change Kellogg’s Choco Krispies back to its original Coco Pops.

In one of the first TV and internet polls to give consumers a say

in brand names and packaging, one million people have voted to change

Kellogg’s Choco Krispies back to its original Coco Pops.



Kellogg said that 92% voted to bring back the Coco Pops name, with 8%

voting for it to remain as Choco Krispies.



Rebranded cereal packets will appear in supermarkets and stores from

this weekend, and a TV and poster campaign breaks next Monday to alert

consumers to the news.



Guy Longworth, children’s marketing manager and media controller at

Kellogg, said: ’We’re delighted so many people took the time and trouble

to vote. We’re now changing back; what better way to demonstrate that we

listen to our consumers.’



Kellogg decided to change the name last February, when it added real

chocolate to the product. However, the move created an outcry and last

month Kellogg kicked off a TV and web campaign to allow consumers to

vote.



Kellogg spent over pounds 1.5m on the ’Coco vote’ campaign, which ran

from April 5 to 25. Consumers were able to register their vote either by

a free-phone number or the internet.



The new TV ad features Screaming Lord Sutch in a town hall election

setting.



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