Kellogg Takes Bolder Tack in Launch Effort

Kellogg’s resolve to encourage boldness and innovation in its advertising gets a new test this week in J. Walter Thompson’s $10-20 million launch of Raisin Bran Crunch cereal.
Two TV spots are targeted at 18-25-year-old breakfast skippers, not a demo traditionally of interest to the Battle Creek, Mich., giant.
One spot shows a trio of goateed slackers waking to an alarm clock in the wee hours of the morning. Without a word, they gather at the breakfast table and eat Raisin Bran Crunch before going right back to bed.