Kellogg’s Case Study

Profiting From a New Technology

The Challenge

Attempting to spur growth in the mature, low-growth ready-to-eat cereal category, Kellogg’s developed a new technology to apply to the small but potentially high-growth adult cereal segment. Kellogg's wanted to develop a brand identity for the new cereal as well as a strategy for creating a category-dominating brand franchise.

Our Solution

Prophet was engaged to develop a positioning for the brand’s initial launch as well as a long-term brand identity and roadmap to enable the brand to grow into a large franchise. Based on consumer research and an assessment of market trends, Prophet helped develop a category master brand identity. The new technology became a point of differentiation for the new brand platform. The team also developed a strategy and vision for turning the new product into a category-defining and dominating brand franchise within the cereal manufacturer’s portfolio.

Results

The brand launched with two cereal varieties and sales exceeded expectations. It is now a multi-sku brand that has generated highly profitable sales in a category Kellogg’s had traditionally underperformed in.