KELLOGG
Jose Alberto Duenas
Tim Shannon
LEO BURNETT USA
Jeff Canzona
Saneel Radia
Jason Minyo
Eric Schnabel
Katie Miller
Cindy Zollar
Ana Loncar
Megan Van Someren
STARCOM WORLDWIDE
BIGGS-GILMORE
DENUO GROUP
Dir.-Kellogg Ready-to-Eat Cereals
Brand Mgr.-Corn Pops
Creative
Creative
Creative
Acct. Dir.-Comm.
Acct. Super.-Comm.
Acct. Dir.-Operations
Producer
Acct. Planner
CRAYOLA
Steve Ferry
Group Mgr.-Consumer Activation
MCGARRYBOWEN
Megan Bundy
Brian Horwitz
Acct. Dir.
Group Mngng. Dir.
CONTINUITY
STARCOM
WHEN YOU GOTTA HAVE DIFFERENT, YOU GOTTA HAVE POPS
With almost a decade's sales decline, Corn Pops wasn’t popping
in the minds of tweens anymore. The brand needed to overcome
the misperception that Corn Pops taste like corn and drive
relevance. By connecting the brand to the current tween desire
for things random, quirky and different, this campaign took
familiar stories and flipped them into unexpected, absurd tales all
about the desire for Pops. In doing so, the campaign dramatically
reversed the decline and regained relevance and POPularity.
CRAYOLA BEGINNINGS
Crayola wanted to get into the baby business and created a new
line of products specifically for toddlers. The brand needed to
communicate to Moms that only Crayola Beginnings offers a simple
way to inspire creativity and special moments. Given Crayola’s
heritage and strengths in innovation, extending to toddlers seemed
like a natural fit. However, Crayola’s legacy provided a unique set of
challenges – including getting consumers to think of Crayola as more
than just crayons and getting Moms to a different location at retail.
