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The Kid in You
The Kid in You is an advertising slogan developed for Kellogg's Frosted Mini-Wheats by the Leo Burnett Agency in the mid-1980s.〔http://adage.com/article/news/frosted-mini-wheats-ad-proposition-powers-success/89912/〕 The slogan was aimed at adults who were concerned with their perceived maturity but still wanted a sweet tasting children's cereal.
==Overview==
"The Kid in You" campaign, started in 1984, proved to be a brilliant response to demographic challenges facing the breakfast cereal industry in the 1980s. As baby boomers aged and consumers showed an increasing interest in nutritious alternatives to the heavily sweetened, child-oriented cereals that had driven growth for two decades, the breakfast cereal market became more complex and segmented.〔Riggs, Thomas, ''Encyclopedia of Major Marketing Campaigns'', Detroit: Gale Publishing, 2000. 877.〕 To maintain its lead in the industry, the Kellogg Company had to respond to the gap in the adult cereal market. It positioned Frosted Mini-Wheats as a product with broad-based appeal. The campaign was aimed at adults whose maturity made them concerned about nutrition but whose taste buds still craved flavor. Considered by critics to be a clever and appealing approach, the strategy was quite successful, and led to Frosted Mini-Wheats becoming one of the best-selling cereals in the United States.〔Riggs, Thomas, ''Encyclopedia of Major Marketing Campaigns'', Detroit: Gale Publishing, 2000. 877.〕
抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』
■ウィキペディアで「The Kid in You」の詳細全文を読む
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