To reach ‘tweens,’ Kellogg puts an emphasis on identity

As consumers’ tastes and interests evolve, so must familiar slogans and icons. Here’s how brand managers at the makers of Frosted Flakes are updating a highly recognizable mascot.

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Anyone who has eaten cereal in the last 65 years probably knows Tony the Tiger and his trademark slogan, “They’re Gr-r-reat!”

It’s one of Kellogg’s most memorable marketing phrases—and now, it’s changing.

Tony is getting an update—and Kellogg’s marketers are integrating more social media into the campaign.

To help marketers pin down a new message—and potential audience—Frosted Flakes surveyed preteen adolescents (9- to 14-year-olds) and dads.

Here are a few highlights:

Seventy percent of tweens wish they had more opportunities to share with others what makes them great, and roughly 60 percent would be more likely to share what makes them great if they had more encouragement.

All of the tween survey respondents said they feel comfortable truly being themselves at home.

Roughly 80 percent of dads said they wish their tween had more opportunities to share what makes him/her great with others.

The outcome? “Let Your Gr-r-reat Out.”

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