Michèle Gilbert-Rotman
Managing Director at Leo Burnett Paris
Neuilly-sur-Seine, France
TitleFamily (English subtitles)
Title (original language)Famille (st anglais)
Agency
Campaign You will change your mind on All Bran - Kellogg's
Advertiser Kellogg Company
Brand Kellogg's
Date of First Broadcast/Publication
Product All-Bran
Product (original language) All-Bran
Business Sector Breakfast Cereals
Tagline You will change your mind on All-Bran
Tagline (original language) Vous allez changer d'avis sur All-Bran
Story An All Braun consummer who wants his circle to taste All Bran only received teases until his circle found out that this product was recognized as the flavour of the year.
Story (original language) L’hilarité et la moquerie déclenchées par un amateur d’All-Bran qui tente d’en faire consommer à son entourage, fait rapidement place à la surprise et l’envie quand ils apprennent que le produit a été « reconnu* saveur de l’année ®» !
Problem Until All Bran consumers didn't connect pleasure with this product. But now that the brand has changed and varied its flavours, people are changing their minds...
Problem (original language) Jusqu’à présent, le consommateur avait une vision d’All-Bran purement fonctionnelle et n’associait pas du tout cette marque à la notion de plaisir. Or, la marque a beaucoup évolué, tant en terme de goût qu’en terme de variété. En effet, Kellogg’s a rendu sa gamme plus appétissante avec de savoureuses recettes : All-Bran Chocolat, All-Bran Fruit’n Fibre, All-Bran Figue & Pomme.
Media Type Television
Length
Market France
Advertising Manager
Advertising Manager
Managing Director
Account Executive
Account Director
Account Manager
Creative Director
Executive Creative Director
Executive Creative Director
Copywriter
Art Director
Agency Producer
Production Company
Sound Production

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