KELLOGG’S CORP | Slackers | 1999
In 1999, Taking on a Generation That Skipped Breakfast / Kellogg's "Slackers"
It's 1999. Kellogg's teamed up with JWT New York and won a Gold for a film. Its title was "Slackers."
The problem
This piece was made for Kellogg's cereal "Raisin Bran Crunch" and was released in January 1999. At the time, the cereal market faced a challenge: how to win over young people who either kept breakfast quick or skipped it altogether.
The insight
Back then, JWT's group creative director said they wanted to speak to the MTV generation in a certain voice. I think they were walking a fine line—making it land as entertainment without making people feel like they were being targeted.
What happened
It won a Gold.
Afterthought
1999 was also the year Kellogg's brought in a new CEO, as the company was in the middle of overhauling its leadership. Amid all that upheaval, the advertising was searching for a new voice to reach young people. I don't know all the details, but as a challenge from 25 years ago, I want to give it its due respect.
Awards
- Cannes Lions Gold 1999
