William Shatner was chosen not just for fame, but for his authentic connection to the product category (a prior All-Bran spokesperson) and for a creative hook—the "Will Shat" pun. This dual-filter ensures the partnership is both credible and memorable.
To combat the perception of being overly processed, WK Kellogg highlights the simplicity of its products. By marketing that Frosted Flakes has just four natural ingredients, the brand reframes itself to appeal to modern consumers seeking clean labels and transparency.
Instead of treating the Super Bowl ad as the campaign's peak, Kellogg uses it as a high-impact "kickoff" for a year-long marketing push. The investment's momentum is immediately carried into subsequent major events like the Olympics to maximize ROI.
The CGO role merges marketing, e-commerce, R&D, and analytics, ensuring product development is guided by marketing insights from the beginning. This prevents the common scenario where marketing must create a story for a product it had no input on.
Kellogg validated its bet on fiber after internal research showed it rivaled protein in consumer interest for the first time. This was confirmed by external data showing a 159% surge in Instagram searches for "high fiber foods," signaling a powerful, emerging cultural trend.
Success is not a single metric. Kellogg uses a tiered model to evaluate its Super Bowl investment: 1) pre-game social media engagement, 2) post-game shifts in consumer sentiment towards the brand and category, and 3) the ultimate goal of increased cereal sales.