Consumers gobble up Kellogg's lampoon of the beauty myth
Article Abstract:
Kellogg Canada Inc launched an advertising campaign in 1996 that broke the conventions of all cereal advertising. The company's 'Look Good on Your Own Terms" campaign for its Special K brand focused on the beauty myth rather than on breakfast. Kellogg also launched a Web site where people can have online discussions on body issues and expanded the "Look Good" campaign. The company also rolled out new products such as the Nutri-Grain cereal bar and Eggo Buttermilk pancakes to boost its image as a maker of health food products.
Publication Name: Marketing Magazine
Subject: Business, international
ISSN: 1196-4650
Year: 1999
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This is not your mother's department store anymore
Article Abstract:
T. Eaton Company Ltd's marketing initiatives are headed in the right direction despite its lower-than-expected earnings in the 3rd qtr ending Nov 7, 1998. Aside from an aggressive advertising campagin, Toronto, Ontario-based Eaton hired a former advertising agency executive to help in its corporate repositioning. As a result, the department store chain has created new image that helped boost its sales.
Publication Name: Marketing Magazine
Subject: Business, international
ISSN: 1196-4650
Year: 1998
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