This 83+ year old Item is rated Very Fine +++. Light aging in margins. No creases. No natural defects. No surface rub. No tears. No water damage.
The Kellogg Company was originally developed under Dr. John Harvey Kellogg, who invented wheat flakes in 1894, as a nutritious food staple for patients at his Battle Creek Sanitarium. Five years later, with little success breaking into the food industry, Kellogg hired his brother Will Keith Kellogg, who had a knack for effective marketing and advertising.
Initially, Will wrote his own advertising copy, but his more unique marketing tactics surfaced in 1903, when he became the first to market the product using house-to-house sampling. Three years later, a pioneer in color advertising, Kellogg featured color advertisements in the LadiesÕ Home Journal. He also employed ÒPushÓ marketing, which was used to get retailers to stock a particular product in anticipation of its consumer demand. Such ÒPushÓ marketing methods included a ÒcouponÓ in the LadiesÕ Home Journal ads that rewarded customers with a ÒseasonÕs worthÓ of the Corn Flakes if they took the coupon to a store, requested the store stock the brand and successfully enlisted that particular store. The tactic was innovative and revolutionary, and sales immediately increased from 33 to 2,900 cases per day.
In 1910, Kellogg was the first to include a wax paper lined box to preserve the cerealÕs freshness. Next, he included the first in-pack premium promotion prize, a flipbook called The Jungleland Funny Moving Pictures Book to, not only increase sales, but also to establish brand loyalty. Then, just two years later, Kellogg had the largest outdoor sign in the world erected in the famed Times Square of New York City. Around the same time, he also had an animated electric sign erected in Chicago, Illinois.
With fierce competition and product imitation on the rise, Kellogg distinguished his product with his signature, which continues to remain a well-recognized logo around the world.
When the Stock Market Crash of 1929 hit, most companies drastically decreased their advertising budget; however, Kellogg was financially stable enough to actually double its advertising; thus, quickly becoming a tycoon in the food industry.
During the 1930s and 1940s, Kellogg employed advertising in print and radio, which included childrenÕs shows, such as Don Winslow of the Navy, Buck Rogers and Superman.
The company was hugely successful for decades; however, perhaps feeling a little too relaxed in their market position, KelloggÕs underspent its competition in its advertising and product development in 1983, and the companyÕs market share hit a low of about 37%. Kellogg chairman of the time, William E. LaMothe, decided to change up the companyÕs marketing strategy and began directing KelloggÕs advertising toward the aging baby boomer generation, instead of children. KelloggÕs began stressing the convenience and quality nutritional value of the companyÕs cereal. The result: consumers ages 25-49 ate 26% more cereal than five years prior.
During the 2000s, Kellogg had acquired the Keebler Company, Kashi, Morningstar Farms, Bear Naked, Cheez-It, Famous Amos, Gardenburger and more.
By 2008, KelloggÕs became the world leader in cereal production and a lead producer of convenience foods. Kellogg products are currently being manufactured in approximately 18 countries and sold in over 180 countries worldwide. The Kellogg Company still maintains its original headquarters in Battle Creek, Michigan.
The FTC found fault in KelloggÕs claims that its Frosted Mini-Wheats cereal actually improved the attentiveness of children by almost 20%.
The ChildrenÕs Advertising Review Unit of the Council of Better Business Bureaus requested the phrase ÒMade with Real FruitÓ be removed from KelloggÕs Pop Tarts packages.
The Kellogg Company holds a Royal Warrant from Queen Elizabeth II, as well as the Prince of Wales (A Royal Warrant issues permission to a seller to advertise the fact that they supply to the Royal family.)
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Keywords specific to this image: Vintage Advertising