Jose Alberto Duenas
LEO BURNETT USA
Megan Van Someren
Dir.-Kellogg Ready-to-Eat Cereals
Brand Mgr.-Corn Pops
Group Mgr.-Consumer Activation
Group Mngng. Dir.
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 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.