Making Friends with Coco Pops

Mark Brown - Planning Director

Leo Burnett

The Story

The BackgroundThe Planning bit

What we sawMaking friends with kids

The pitfallsThe solution

The brief

The Final PictureThe moral of the story

Once Upon a Time...

Until One Bleak Day...

Until One Bleak Day...

Until One Bleak Day...

Then One Day...

Percy?

Percy Planning takes a peek…

The situation...

Coco Pops had been a huge success creating a new category

Europeanisation had led to watering down of a very strong UK brand

European focus on Nutrition- disconnect with fun kids brand

The planning bit

The situation changed

The people changed at client and agency

We could now re-think the strategy and take a fresh look

The planning bit

What we saw

Choco Krispies copy had got too worthy and nutritionally focussed

We know that Coco Pops has greater saliency, is more fun

The planning bit

What we saw

Choco Krispies copy had got too worthy and nutritionally focussed

We know that Coco Pops has greater saliency, is more fun

And fits the song better

The planning bit

The name can change back

The challenge for planning -rebuild the franchise

If we are to change back the name we must bring back the consumers

We have to be fun again

The planning bit

In short we have to find out how we could re-engage 7 & 8 year old kids with the Coco Pops brand

It is rather like becoming friends again

The planning bit

What makes a good friend?

Kids like their friends AND kids like their parents

But friends are generally more fun

What is the difference that makes friends more fun?

The planning bit

The research

Telephone conversations with 7 & 8 year old friends of niece Caitlin

What do they like/dislike about their friends and their parents?

The planning bit

Friends are people who..

The planning bit

Friends are people who..

• you can trust

The planning bit

Friends are people who..

• you can trust

• listen and care about what you think

The planning bit

Friends are people who..

• you can trust

• listen and care about what you think

• don’t treat you like children

The planning bit

Friends are people who..

• you can trust

• listen and care about what you think

• don’t treat you like children

Coco Pops has to demonstrate this

The planning bit

But..

You can’t just tell kids that they can trust you, that you care about what they think, that you think of them as equals

The planning bit

But..

You can’t just tell kids that they can trust you, that you care about what they think, that you think of them as equals

The planning bit

You have to do it.

But..

You can’t just tell kids that they can trust you, that you care about what they think, that you think of them as equals

The planning bit

You have to do it. You have to enter into a relationship.

Building a relationship

• We have to listen and care• We have to trust• We have to treat them as equals

The planning bit

Problems of talking to kids directly

You can’t mail or speak one to one

The authority figure gets in the way

Not behaving truly like a friend

The planning bit

Problems of talking to kids directly

You can’t mail or speak one to one

The authority figure gets in the way

Not behaving truly like a friend

Unless?

The planning bit

Problems of talking to kids directly

You can’t mail or speak one to one

The authority figure gets in the way

Not behaving truly like a friend

Unless?Get the kids to speak to you!

The planning bit

The name change gives us a great opportunity

The planning bit

The name change gives us a great opportunity

Let the kids decide

The planning bit

The name change gives us a great opportunity

Let the kids decideGive them a vote

The planning bit

The name change gives us a great opportunity

Let the kids decideGive them a vote

Get them to respond, to talk to us directly

The planning bit

The name change gives us a great opportunity

Let the kids decideGive them a vote

Get them to respond, to talk to us directly

Get them to re-start the relationship

The planning bit

Which way would they vote?Would they vote at all?

The planning bit

Which way would they vote?Would they vote at all?

Went to Kidscope schoolOmnibus to check out parents

The planning bit

Which way would they vote?Would they vote at all?

Went to Kidscope schoolOmnibus to check out parents

IndicatedHigh interest & involvementClear preference for Coco Pops

The planning bit

The brief

• Role: Create a dialogue with kids, re-engaging them with what is to be their brand

• Single important message: Use your vote!

• Other thoughts: Create election fever for kidsUse TV, PR, Freephone number & Website

The planning bit

Web Banners

Web Site

The Kids got something fun back

Coco Pops

returns…