2015 Winners & Shortlists

Results and Effectiveness

We kept the messaging the same across all formats and locations, making sure to reach the target audience on every step along the path to purchase. This always on approach worked wonders with sales reaching 43% above target. Between Jan 2014 and September 2014, K-snacks market share increase from 39% to 49% with 7 million bars sold. Our ‘Back to School’ approach worked with over 1 million bars in August alone. The Coco Milk Bars campaign created mass reach and affinity for the K-snacks range which was able to forge its own ‘healthy indulgence’ category, differentiating it from competitors.

Creative Execution

Firstly, we took over the grocery store aisles for in store point of sale advertising. K snacks dominated the cereal aisle in the majority of leading supermarkets and hypermarkets in the country with floor stickers, shelf strips and pop ups. We \designed an ambient back to school bus with full blocks of Kellogg’s cereal bars across primary locations in store. And that wasn’t the only bus! We used CoCo on public buses across the city in high traffic areas where kids hang out, especially near key schools, malls and parks. Coco visited kids at Kidzania & Sega Republic and across malls, stores, parks and at sporting events. CoCo shared over 300,000 bars with children across the city. Our in store, OOH, promotional activities and a 5 second bumper on TV aired at high frequency on kids channels worked in tandem to reach mothers and their children along the purchase journey.

Insights, Strategy and the Idea

Kellogg’s wanted to reintroduce their Ksnacks range to the UAE market. While well established in the cereal market, Kellogg’s faced a lot of stiff competition in the snacking category – a battlefield made of chocolate, biscuits, yogurts and candy! Despite such high saturation in the market, Kellogg’s had created a new proposition, something that provides a healthy indulgence by combining the goodness of cereal with the benefits of milk. We knew that schools in the UAE encourage mothers to send healthier and more nutritional food options for their kids and mothers always try to seek a balance between what their children love to eat and what provides the nutritional benefits their kids need. We planned to position K-snacks as the “smart snack for school” using a 3 pronged approach to attract mothers and children with the help of CoCo, the fun loving monkey – the most recognizable of Kellogg’s characters.