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
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