tag:blogger.com,1999:blog-5574479.post7377781023909037861..comments2024-03-18T17:10:35.838+00:00Comments on The IPKat: The Advertising Wars of Kellogg's Corn FlakesVerónica Rodríguez Arguijohttp://www.blogger.com/profile/05763207846940036921noreply@blogger.comBlogger12125tag:blogger.com,1999:blog-5574479.post-88739387696289150782020-10-23T10:36:40.149+01:002020-10-23T10:36:40.149+01:00There was a time when Kellogg's did make cerea...There was a time when Kellogg's did make cereal for others and had to remove that statementAnonymoushttps://www.blogger.com/profile/02089418325852052672noreply@blogger.comtag:blogger.com,1999:blog-5574479.post-15970984319316417342010-11-02T09:50:42.528+00:002010-11-02T09:50:42.528+00:00Maybe it's my negative attitude, but I read th...Maybe it's my negative attitude, but I read the advertising as:<br />"the only way to tell our cereals from those of the competition is to look at the packaging". <br /> sorry, just one reason more to choose another brand or one of the "no brand" productsKharolnoreply@blogger.comtag:blogger.com,1999:blog-5574479.post-19089658249353447142010-10-28T18:17:59.390+01:002010-10-28T18:17:59.390+01:00I have to agree with Mark Anderson.I have to agree with Mark Anderson.Pedro Malaquiashttps://www.blogger.com/profile/12708800592672693438noreply@blogger.comtag:blogger.com,1999:blog-5574479.post-53988336607764251742010-10-28T14:54:06.684+01:002010-10-28T14:54:06.684+01:00I think that compaign was really very interesting....I think that compaign was really very interesting....I was quite agree with Mark Anderson that there is a danger of over-complicating matters.......Student Accommodationhttp://www.studentaccommodationshop.co.uk/noreply@blogger.comtag:blogger.com,1999:blog-5574479.post-7212549894862063432010-10-28T13:35:56.514+01:002010-10-28T13:35:56.514+01:00On a more highbrow note, this advertising campaign...On a more highbrow note, this advertising campaign was the subject of a reader's letter in Viz many years ago:<br /><br /><i>Impressed by their TV advertising campaign that they ‘don’t make cereals for anyone else’ I purchased a packet of Kellogg’s Cornflakes. Imagine my dismay when, two days later, I discovered my neighbour has a packet also.</i>Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-5574479.post-10027669331332190342010-10-28T11:55:59.122+01:002010-10-28T11:55:59.122+01:00I think there is a danger of over-complicating mat...I think there is a danger of over-complicating matters. My reading of this material is:<br /><br />1. Kellogs wants to persuade supermarket shoppers not to buy the cheaper, "own brand" cornflakes. A common rationale among shoppers is "it's exactly the same product just without the branding" - Kellogs are trying to counter that consumer self-justification for buying the cheaper box.<br /><br />2. Maize requires 120 days of sunshine for its cultivation. I learnt this at school in geography class, aged 10 or 11. I remember we had maps showing areas of the world where different crops could grow, and the number of days of sunshine that each type of crop required. We were tested on whether we remembered this information. For many years, Kellogs have latched on to this seemingly tedious fact as a marketing device. It will be true of all cornflakes, not just theirs.Mark Andersonhttp://www.andlaw.eunoreply@blogger.comtag:blogger.com,1999:blog-5574479.post-36975470474597874092010-10-28T11:51:22.235+01:002010-10-28T11:51:22.235+01:00I recall that for many years boxes of Shredded Whe...I recall that for many years boxes of Shredded Wheat sold in the UK bore a red triangle device, which the makers (Nabisco) explained was an ancient indicator of high quality.<br /><br />The Bass Red Triangle device was, of course, trade mark number 1.<br /><br />Looking at that in the context of Point 6 of Neil Wilkof's blog piece makes me think that the two functions of a mark to which he refers have perhaps been around since well before the 20th Century and are intertwined?David Hanselnoreply@blogger.comtag:blogger.com,1999:blog-5574479.post-53801818121318462582010-10-28T11:38:36.866+01:002010-10-28T11:38:36.866+01:00I agree with the anonymous comments above. The ad ...I agree with the anonymous comments above. The ad seems to be about Kellogg's educating consumers that Kellogg's do not make own label cereals. Consumers sometimes/frequently believe that own label is made by the big branded goods manufacturers.Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-5574479.post-38031694027689724832010-10-28T11:21:49.472+01:002010-10-28T11:21:49.472+01:00unlike my granny who used to run a B&B and wou...unlike my granny who used to run a B&B and would buy own label cornflakes and stick them in a Kelloggs box - "they'll never know the difference once milk is added."<br /><br />:-)Davidnoreply@blogger.comtag:blogger.com,1999:blog-5574479.post-21978245209660468162010-10-28T11:02:15.406+01:002010-10-28T11:02:15.406+01:00Kellogg's policy of never producing own brand ...Kellogg's policy of never producing own brand goods was actually mentioned by the English High Court in the Penguin/Puffin case, United Biscuits v Asda [1997] R.P.C. 513:<br /> <br />"Manufacturers of well-known branded goods have, understandably, an ambivalent attitude to own-brand goods with which they are in competition - especially as the supermarkets which sell own-brand goods are usually the brand manufacturers' most important customers. Some manufacturers have a policy of never producing own-brand goods for supermarkets (Kellogg is a well-known example). Many others (including United Biscuits) do make own-brand products but do not give unnecessary publicity to the fact.<br /> <br /><br />Where the manufacturer of well-known branded goods does undertake own-brand production as well, the precise specification for the own-brand product (and in particular, whether or not it is identical in quality with the brand leader) is not generally known to the public. One fairly extreme instance, which was discussed with Mr. McLeod and Mr. Blundell in the course of their evidence, is the Asda Wheat Bisks breakfast cereal which is apparently made for Asda by the manufacturer of the well-known Weetabix brand, is identical to it in quality, is packaged (without objection from the manufacturer) in a strikingly similar get-up, but is sold at a lower price. So that particular own-brand product very strongly suggests that it is the same goods from the same manufacturer, but there is nothing deceptive about that suggestion, as it is true."Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-5574479.post-3438004129378760522010-10-28T10:38:04.239+01:002010-10-28T10:38:04.239+01:00Kellog's Corn Flakes, yum. It's been ages....Kellog's Corn Flakes, yum. It's been ages. I want some.Becksnoreply@blogger.comtag:blogger.com,1999:blog-5574479.post-28081048988020359122010-10-28T10:35:38.986+01:002010-10-28T10:35:38.986+01:00This isn't a new campaign. I always understood...This isn't a new campaign. I always understood it was a response to "legend" that own-brand products were produced by the same manufacturer and so consumers were getting the same product in different branding. A bit like the reverse passing off issues in Bristol Conservatories.Anonymousnoreply@blogger.com