Abstract:

JWT Ltd. in conjunction with Kelloggs Ltd. has developed a new creative strategy for 30% Bran Flakes based on the previously demonstrated intrigue for the '30%' component of the product name. An initial qualitative screening procedure was therefore required in order to:

1. Determine the primary communication of each of the six approaches which have been developed;

2. Determine the subsidiary communication of each approach;

3. Elicit specific likes and dislikes, with special emphasis on the impact and appeal of the headline;

4. Derive an initial steer concerning elements of the visual execution and body copy.