Kellogg's: Mission Tiger on Colbert

Kellogg's, a multinational food company, wanted to increase sales of its 'Frosted Flakes' cereals in the United States by breathing new life into its Tony the Tiger mascot.

Campaign details

Brand: Kellogg'sBrand owner: The Kellogg CompanyEntrant company: Starcom, ChicagoIdea creation: Starcom, Chicago / Leo Burnett Chicago, ChicagoPR: Weber Shandwick, ChicagoMarket: USASector: Breakfast cerealsMedia channels: Online video, Public relations, Social media, Television, Virtual & augmented reality, Websites & micrositesBudget: 1 - 3 million

Executive summary

To get the word out on saving school sports via "Mission Tiger", we needed Tony the Tiger back in the spotlight. But how do you make parents pay attention to a forgotten animated mascot? We re-wrote the...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands