Eggo

KELLoGG’S Graham Petersen Joseph Kramer Leslie Lee Marisa Thompson Janelle Bowman

LEo buRNETT Tracy Bussan Pamela Serp Mark Oosthuizen Mandy Waldorf-Graham

STARCoM WoRLDWIDE

VP-Mktg., Frozen Foods
Brand Mgr.
Assoc. Brand Mgr.
Brand Dir.
Sr. Mgr.-Mkt. Rsch.

Acct. Dir.

Creative Dir.

Acct. Planner Bus. Mgr.

CoMpu TER hARDWARE

Kodak

KoDAK Leslie Dance Cheryl Pohlman Joe Nardone Lisa Hackett

DEu TSCh INC. Brent Vartan George Decker Morgan Carroll Jamie Rubin Paul Turzio Tyler Helms

pARTNERS + NApIER KETChuM

Sr. VP-Planning Dir. Sr. VP-Creative Dir. Sr. VP-Creative Dir. VP-Assoc. Media Dir. Customer & Data Strategy VP-Acct. Dir.

youR WAy

Moms had a deep emotional loyalty with Eggo, but amid heavy competition the brand lost relevance in mom’s eyes, and sales started to slump. It was important to get moms to see Eggo in a new light so that the love she had for the brand would turn into purchase. In order to do this, mom’s perception of the brand had to change, household penetration needed to rise and slumping sales needed to turn around. In the end, this campaign got moms to see the brand in a new light, which led to an increase of 1. 7 points in household penetration and 8.6% in base dollar sales.

pRINT AND pRoSpER

Determined to find a way to break the competition’s control of the all-in-one inkjet printer category and successfully move the company into other businesses beyond imaging, Kodak created a broad marketing and sales effort aimed at dramatizing its value proposition against the resourceful, experienced and powerful big printer companies. Under the mantle of “Print and Prosper,” Kodak doubled both awareness and consideration and set a pace to hit aggressive sales goals by year’s end, all in just a few short months.