THE APG CREATIVE PLANNING AWARDS 1999: Direct Marketing Campaign - Sponsored by Royal Mail

GOLD
Title: Kellogg’s Coco Pops
Agency: Leo Burnett
Author: Mark Brown
Creative Directors: John Jessup, Robert Gell
Art Director: Anita Davis
Copywriter: Jonathan Budds
Client: Kellogg’s
Product: Coco Pops

GOLD

Title: Kellogg’s Coco Pops

Agency: Leo Burnett

Author: Mark Brown

Creative Directors: John Jessup, Robert Gell

Art Director: Anita Davis

Copywriter: Jonathan Budds

Client: Kellogg’s

Product: Coco Pops



This campaign set out to ask consumers to vote in many different ways on

whether they preferred to keep the name Choco Krispies or revert back to

Coco Pops.



This is an interesting example of how real ’relationship marketing’

thinking and practice can solve big brand problems. What sets this apart

from other entries in this category are the efforts made to define the

nature of the relationship the brand should seek to have with its

audience (instead of mere assumption, as is too often the case), the

sensitive use of research with pre-teen children to unearth the truth

and provide a platform for creative and media to rebuild the

relationship with the brand’s consumers and a novel relationship

marketing solution to a big brand problem.



COMMENDATION

Title: Talking Pages

Agency: Partners BDDH

Author: James Champ

Creative Director: John Dean

Art Director: Tony Bradbourne

Copywriter: David McCullough

Client: Yellow Pages

Product: Talking Pages