NEW YORK ? Whereas the traditional advertising model for sugar cereals was to target kids and moms, Kellogg Co. is trying a new tack by advertising directly to dads, Advertising Age reports.
A new campaign shows a dad, his son, and Tony the Tiger playing football, after which they head to the kitchen to enjoy some post-game Flakes, as the voiceover intones, ?Share what you love with who you love."
The ad follows-up a similar one featuring baseball last year, and will be part of a nationwide campaign on ESPN this fall.
The advertising strategy is designed to leverage recent survey data that shows men ages 18 to 64 identify themselves as the primary shopper in a household, whereas only 22% to 24% feel that packaged-goods advertising speaks to them. And research also shows that more dads are eating Frosted Flakes with their children.
"Dads love to share the things that he is passionate about with his kid and Frosted Flakes and sports are two of those things," said Kellogg Senior Marketing Director AnneMarie Suarez-Davis.
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