Kelloggs Fights Corn Flakes Knockoffs in the U.K. With Lasers

BA 497Shannon Miles, John Daly & Chris BrowningKelloggs Fights Corn Flakes Knockoffs in the U.K. With Lasers

Branded Flakes

Loss of Revenue: Brand infringement in U.K. has reduced sales revenue on Corn FlakesKnockoffs:Corn Flakes are easily replicated by competing brands, so Kelloggs is using lasers to differentiate their productTest trials:Kelloggs is testing the laser system and if successful, will also brand Frosties, Special K, Crunchy Nut and Bran Flakes with the laserBrand Protection

Corn Flakes are a popular product for imitators

Easy to Imitate

Kelloggs wants to remind their consumers that they make the original Corn Flakes!

Brand Infringement

We want shoppers to be under absolutely no illusion that Kellogg's does not make cereal for anyone else. We're constantly looking at new ways to reaffirm this, and giving our golden flakes of corn an official stamp of approval could be the answer." -Helen Lyons, lead Kelloggs food technologistBrand LoyaltyKnockoffs

Is this a complete waste of time, money, resources?Do consumers care where their flakes come from?If you eat Corn Flakes, do you buy only Kelloggs Corn Flakes?

DiscussionWhy is Kelloggs U.K. branding Corn Flakes?

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Hall, Emma Kellogg Fights Corn Flakes Knockoffs in the U.K. -- with Lasers. Advertising Age, 14 Oct. 2009. Web. 16 Oct. 2009 .