Kellogg's Coco Pops are all about chocolaty fun. The products within the portfolio have been so successful because they encourage kids to drink milk. The creative idea communicated the unique attributes of this new product simply - this snack is a new, exciting way of creating chocolaty fun. 'Slurp the milk. Then eat the straw.' We demonstrated that Coco Pops Straws were so exciting that kids would not be able to get milk into them fast enough.

Active communications commenced in September 06 following the market launch in June. Value share peaked over September and October where price remained constant to the year end. Neilson data (4 week) for the period of the communication launch showed an increase to 1% share from 0.3%. Source: Nielsen data.