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
