Kellogg's wanted to put energy into a
new cereal. We turned a losing proposition
into a big winner when we created and positioned Smart Start.

Here's the scenario. Kellogg's wanted to develop a new cereal based on energy, but the concept had flunked every quantitative test.

Then they called us.

Through our proactive, real world procedures, we found that energy did not mean athletics as their advertising agency insisted, but instead meant "energy to get one through the day." We helped them reformulate the concept, the postioning and the cereal and created a product that consumers wanted.

Our new strategy passed every quantitative norm and created Kellogg's biggest new product introduction in two decades.

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