Raisin Bran Crunch
KELLOGG CO.
Kim Miller VP
Pablo Cordoba Dir.
Todd Smith Sr. Brand Mgr.
Don Cumming Assoc. Brand Mgr.
Brian Seel Sr. Analyst
LEO BURNETT USA
Dave Linne Exec. VP-Creative Dir.
Mark Oosthuizen Exec. VP-Creative Dir.
Steve Biddle Acct. Dir.
Jamie Van Dixhorn Acct. Super.
Elizabeth Brown Sr. Planner
STARCOM USA
WHAT’S YOURS?
By July 2006, Raisin Bran Crunch sales were down 24% and market
share had plummeted to an all-time low. If sales weren’t turned
around quickly, there was the risk of being pulled off the shelf completely. Research aimed at understanding the brand’s consumer
base found one niche group to be more passionate and unique
within the category than all the others: men. The ‘What’s Yours?’
campaign came to life with three middle-America men who no
matter where they are or what they are doing, a passionate debate over what’s best about Raisin Branch Crunch ensues.
Fisher-Price
FISHER-PRICE FRIENDS
DRAFTFCB
Kim Corrigan Exec. VP-Group Mgmt. Dir.
Wendy Glass Sr. VP-Group Mgmt. Dir.
Kara Bula Acct. Exec.
Robert Moehl Creative Dir.
Brent Wollack Copywriter
Len Williams Art Dir.
Shannon von Hassel VP-Group Mgmt. Dir.
FREEMAN PUBLIC RELATIONS
Bruce Maguire CEO
Ellie Bagli Sr. VP
Jennifer Holzapfel Sr. Acct. Exec.
ERIC MOWER & ASSOCIATES
BEST KEPT SECRET
The objective of this campaign was to introduce the 10th anniversary Tickle Me Elmo (T.M.X.) toy with uncharted enthusiasm
that projected the original into history. The strategy was to keep
Elmo’ s unique features under wraps through a big, melodramatically kept secret. The response was outstanding. The day of the
reveal will go down in history as the toy industry’s highest sales volume day ever. In recognition, the Toy Industry Association named
T.M.X. Elmo the 2006 Toy Of The Year.
