Packaged and frozen foods both regular and diet/light.
No One Puts Chocolate and Ice Cream Together Better Than Klondike
The challenge facing Klondike Bars was to revive a brand whose sales were flat in an increasingly competitive and cluttered category. The specific objective of the "No One Puts Chocolate and Ice Cream Together Like Klondike" campaign was to increase factory sales of Klondike Bars by 15% vs. 1988.
Brand: Klondike Bar
Client: The Isaly Klondike Company
Agency: W.B. Doner & Company
Popcorn in a Brand-New Way
There were two short-term specific objectives of the Chico-San Popcorn Cake advertising: 1) To build awareness and generate trial by attracting users from Quaker. 2) To bring new consumers into the category, thus increasing Chico-San's market share. The long-term sales goal was to lessen the share gap between Chico-San and Quaker through the introduction of this new Chico-San Popcorn product. Currently, Chico-San is the category leader with a 40% share of category volume, while Quaker's share of volume has dropped to 35%. Since the advertising began in 1988, Chico-San share has increased by 40% and Quaker has decreased by 38%.
Brand: Chico-San Popcorn Cakes
Client: H.J. Heinz Company
Agency: Hill Holliday Connors Cosmopulos Inc.
In an environment where growth is usually short-lived and the result of a hot premium, Lucky Charms needed an advertising idea with long-term impact. In April 1989, the brand began the "Red Balloon" campaign, which was designed to excited kids about a new red balloon marshmallow in Lucky Charms. In only six month that the campaign aired, Lucky Charms' volume increased 15% 9as volume for all pre-sweetened brands decreased 4%) and Lucky Charms overtook long-time leader Froot Loops as the best-selling pre-sweetened cereal in the country.
Brand: Lucky Charms
Client: General Mills, Inc.
Agency: Saatchi & Saatchi