Apr 07

BRANDWATCH: Coco Pops Creations

FT + Pumpkin Publog9 comments • 2,672 views

cp_creations_3d.jpgKellogg’s, ah Kellogg’s. Never has there been such a company with such an insatiable desire to stretch a brand to breaking point. You would think there was a pretty limited number of ways you could serve up cereals. Pretty much one per cereal chosen. But ever since they coated some Corn Flakes in sugar to make Frosties (They’re SWEEEEET!) the R&D guys have not stopped. Why only in Tesco’s the other day I noticed Corn Flakes with Honey, one assumes for people who find Crunchy Nut Corn Flakes (cornflakes with honey and nuts) too extreme. Or have nut allergies. Nevertheless it is in the world of the Coco Pop where the most design money is spent. Not on Coco the monkey himself of course, who hasn’t changed in twenty odd years (still with the same annoying yelpy voice). But look at the varieties the Coco Pops brand stretches to: Mega Munchers, Coco Rocks, Coco Pops Straws…

As the Choco Krispies debacle showed though, the Coco Pops audience are notably conservative. Which makes the introduction of Coco Pops Creations somewhat dangerous. When I was a kid, if my parents thought I was “creating” in the kitchen, I would get in no end of trouble. However rather than Jamie Oliver style cooking, Coco Pops encourages the kind of creating that is essentially just adding different types of Coco Pops to a bowl of milk. That’s not creating. Its just getting a particularly dull variety pack.

Coco Pops Creations contains separate packs of Coco Pops, Coco Pops Mega Rocks, Coco Pops Crunchers and Coco Rocks. If you really wanted to create, you could pour orange juice on them. For more cereal talk, why not go to ILE? Or else you’d miss out on Poseidon’s Breakfast Trident.


  1. 1
    Tom on 18 Apr 2007 #

    i. What the fuck are Mega Munchers?

    ii. No parent in the world would buy this: it is a food wasting charter assuming your child actually has a preference.

    iii. OK this didn’t stop my grandparents always buying Kellogs Variety Packs when we visited and then ruefully eating the leftover Start themselves.

  2. 2
    Kat on 18 Apr 2007 #

    Variety packs fall victim to the Revels Factor: I enjoy all types of Revel and will happily munch through a bag in minutes. But for some people the coffee ones are the equivalent of Ricicles.

  3. 3
    Kat on 18 Apr 2007 #

    Also: paging Dr Brand! Something on my werk intranet just described the 13-24 age group as both ‘Generation Y’ and ‘millenials’. Can you confirm/deny this terminology?

  4. 4
    Tom on 18 Apr 2007 #

    Dr Brand says:

    Never heard of them! But I like ’em! Grinnovation in action!

  5. 5
    cis on 18 Apr 2007 #

    Tom: leftover Start? but surely Start was the best kellogg’s cereal! It had that wonderful cog-diss branding of being SPORTY therefore HEALTHY but still composed of a mix of glucose, brown sugar, maltose, honey, and any other spare sugars they had lying around the factory.

    Does anyone else feel faintly sick any time they contemplate Coco Pops Straws?

  6. 6
    Tom on 18 Apr 2007 #

    CP Straws suggest that the chocolatising of the milk can occur during the time it takes to go from bowl to mouth up a straw. This is surely nonsense.

  7. 7
    Stevie on 18 Apr 2007 #

    Generation Y is (at least) as old as Doug Coupland’s ‘Shampoo Planet’ (1993).

    “Coco Rocks”? Why don’t just call it Coco Crack and have done with it? I sincerely hope there are heated playground debates between Coco Rockists and Coco Popists.

  8. 8
    smith on 19 Apr 2007 #

    havent we got more important things 2 worry about that a breakfast food that is for children if they like it thats all that matters

  9. 9
    CarsmileSteve on 19 Apr 2007 #

    no, no we haven’t, have you not read the rest of the site?

    i was thinking Gen Y popped up in Shampoo Planet, but he doesn’t use it consistantly, he uses “global teens” as well. i’ve seen gen y popping back up in eg dreadful old observer wimmin mag…

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