2009 BRONZE

BREAKFAST FOODS

WHEN YOU GOTTA HAVE DIFFERENT, YOU GOTTA HAVE POPS

CORN POPS, KELLOGG

Jose Alberto Duenas, Dir.-Kellogg Ready-to-Eat Cereals
Tim Shannon, Brand Mgr.-Corn Pops

LEO BURNETT USA

Jeff Canzona, Creative
Saneel Radia, Creative
Jason Minyo, Creative
Eric Schnabel, Acct. Dir.-Comm.
Katie Miller, Acct. Super.-Comm.
Cindy Zollar, Acct. Dir.-Operations
Ana Loncar, Producer
Megan Van Someren, Acct. Planner

STARCOM WORLDWIDE

BIGGS-GILMORE

DENUO GROUP

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.