START THE MAGIC

KELLOGG’S COCO POPS

Kellogg’s is a brand that I grew up with, so this was a lot of fun.

Over the two years I led the account, we helped to take them from a purely broadcast approach to a brand with engagement on their agenda.

This was a new brand campaign and a big change for Coco Pops, breaking free from the animated jungle and bringing magical adventures into kids’ real worlds.

Every morning kids perform magic. Like mini alchemists, with a swirl of their spoon, they turn boring old milk into chocolatey milk. Kids love magic and are fascinated with magic powers, so we became the starting point for real magic in children’s lives.

On TV we launched with a 30 second spot and followed up with 20” cut downs.

On social we had a series of 15” films explaining how the magic can be done at home and encouraged kids to share their own attempts using #cocomagic.

All the social and AV drove people to our hub where we showed even more magic that kids can do.