Kellogg’s Chocos: Kidscan

Preeti Mascarenhas, Aditi Dalal

Source: The WARC Prize for Asian Strategy, Entrant, 2018
Downloaded from WARC

Kellogg's, the market leader in India's breakfast cereals category, grew sales for its Chocos product
with the use of an innovative in-house market research product.

Research showed that not enough children found Kellogg's Chocos appealing and Kellogg's did
not understand its core target group, 8-year-olds, well enough.
Kellogg's used Kidscan to identify the habits, choices and preferences of the different age groups
it served and formed a partnership with the TV channel POGO and their character Chhota Bheem
to appeal to their target audience.
Kellogg's cut spill-overs and was able to evaluate the most meaningful content to pursue.

Campaign details
Brand: Kellogg's Chocos
Brand owner: Kellogg's India
Lead agency: GroupM - Mindshare
Country: India
Industries: Breakfast cereals

Executive summary
What do you call a consumer who wants to buy everything you have, doesn't care what it costs and is less than
five feet tall? A marketer's dream? Nope. You call them kids.

Kellogg's, the market leader in the breakfast cereals category, had Chocos as a key variant in its business
portfolio that was primarily targeted at kids. While the mother is an important decision maker, kids and their
pester power become an important driver for sales.

In the modern day, fast-changing media landscape, we were challenged by limited sources of data and
information on this key audience set. This inspired us to go beyond traditionally available sources and look at a
custom study as well as devising a unique methodology to build a robust understanding of kids.

Market background and cultural context

India is an extremely young nation with kids in the age group of 5-14 forming a whopping 29% of the urban
population.

But the only option available to build an understanding was BARC 2-14 years data which is only restricted to TV
behaviour and without any understanding on likes/dislikes, reasons for dislike, shows watched regularly, favorite
shows/cartoons, imagery of kids' channels, sources of information for new shows, action taken after liking an ad
or any break-up of core audiences.

Add to this the challenge of understanding the behaviour of kids in an increasingly technology-enabled world,
where they have access to digital devices and are not just exposed to TV.

Objectives
The challenge for Kellogg's Chocos was that not enough kids found the brand appealing and considered
Chocos their favourite breakfast.

Hence, the business objective for Kellogg's Chocos was to get back to building relevance and pester power
amongst kids to increase penetration.

The brand wanted to specifically build a deeper understanding of the core TG: the 8-year-olds. At this age, they
are at a transformational stage in their lives where they are at the cusp of entering their pre-teens. At this stage,
they are heavily influenced by peer pressure as well as starting to form decision-making ability coupled with a
strong penchant for pestering their parents into giving them what they want.

Insight and strategic thinking

This led us to partner with Kantar IMRB and come up with a first-of-its-kind customised audience-understanding
study – Kidscan, a unique 360-degree insight into the psyche and brand interaction of a new generation of kids.

Demonstrating the ability of kids to act as brand consultants/active agents of change for the core TG, this
become the bedrock of our strategy.

Kidscan had quantitative research findings supporting it, derived from a sample size of 2,500 kids in the age
group of 5-14 years and an equal number of parents, belonging to New SEC A, B and C households and spread
across 14 cities in the country.

This study demonstrates how kids consume brands – with a special focus on food, beverages and related
categories – and media, with a special focus on multimedia.

A two-pronged approach was followed to understand the psyche of this core audience
Creative and/or channel execution
Our two-pronged approach was then taken into execution:

Step one: In exploratory analysis, we created a construct for kids with different age cuts: 5-7 years, 8 years and
9-14 years with media relevance and themes which could be then applied in the quantitative mode for
measurement matric for addressing the objective of creating meaningful and relevant content.

1. Categories consumed the most within food and beverages.

2. Most favourite brand within breakfast cereals.
3. Breakfast cereal consumption habit throughout the day.
4. Media habits for breakfast cereal consumers.
5. Media choices of breakfast cereal users vs. non-breakfast cereal users.
6. Content relevance: character likes and dislikes and characters watched regularly.
7. Influencer relevancy: parents, friends, celebrities etc.
Step two: Qualitative module – In this module we created a relevance score algorithm for measuring the
idea/content.

First, three different steps were identified, keeping in mind the objective and brand requirement: media
relevance, content relevance and influencer relevance.

These three steps were then used within the relevance score algorithm, splitting into brand vector matrix and
idea vector matrix, leading to an output media relevance score card which gave one number which could easily
give an answer between multiple ideas/content, determining which was a winner or loser.
We then evaluated five different ideas (two new content and three existing content). The decision process was
the co-efficient value closer to 1, which increased chances of success in measuring the idea.

Performance against objectives

The relevance scores metrics helped us select the relevant content with which we could associate and identify
kids' favourite character: Chhota Bheem, on POGO. To build relevance for our brand we incorporated our brand
mascot Coco, along with the most popular character amongst kids. Both will be coming together for a 30-second
TVC for the brand.

Target parameter values from Kidscan analytics helped us in cutting spill-overs and evaluating the best
meaningful content with a metric and doing justice to all the content pieces.

Kidscan helped us unleash the power of insights and drive relevant data and stories from ideas that became
appealing content for kids with favourite cartoon characters and built brand relevance with mascot Coco.

Both character appeal and brand relevance was an evaluation metric for the core TG, 8-year-olds who are the
key breakfast cereal users.
Lessons learned
A research tool can help in measuring the best content for core audiences. We don't have to be dependent on
common tools for evaluation, which provide only mass targeting and not core audiences. Kidscan is any brand's
dream come true.

© Copyright Ascential Events (Europe) Limited 2018

Ascential Events (Europe) Limited
Americas: 229 West 43rd Street, 7th Floor, New York, NY 10036, United States - Tel: +1 212 201 2800
APAC: OUE Downtown 1, #44-03, 6 Shenton Way, 068809, Singapore - Tel: +65 3157 6200
EMEA: 33 Kingsway, London, WC2B 6UF, United Kingdom - Tel: +44 (0)20 7467 8100

www.warc.com

All rights reserved including database rights. This electronic file is for the personal use of authorised users based at the subscribing
company's office location. It may not be reproduced, posted on intranets, extranets or the internet, e-mailed, archived or shared electronically
either within the purchaser's organisation or externally without express written permission from Warc.