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Cereal giant Kellogg next week kicks off an unprecedented

television and internet campaign which will allow consumers to vote on

whether Choco Krispies, its children’s cereal, should keep its existing

identity or revert back to its original name of Coco Pops.

The company is spending in excess of pounds 1.5m on the ’Coco vote’

campaign which runs from April 5-25. Viewers will be able to register

their vote either by using the phone or via the internet, with both the

freephone number and the web address appearing on the TV ads.

Kellogg changed the UK name of the cereal from Coco Pops to Choco

Krispies in February last year when it started using real chocolate in

the product.

The 30-second TV spots use an election theme with a reporter describing

how the debate is going. They also include a brief appearance by the

familiar ’Coco the Monkey’ character although, for the most part, the

ads will not use animation.

The final result will be announced in election report-style TV spots and

on the internet site on May 12.

If the cereal’s name does change, redesigned packs are expected to

appear on shelves by the middle of the month.

The TV spots for the new campaign were developed by Leo Burnett, while

the web site was designed by Hard Reality. Leo Burnett bought a 30%

stake in Hard Reality late last year.

An internet banner campaign is also expected. Planning across both media

is by Leo Burnett, with buying by MindShare.

’It’s an interesting thing to ask people to do - as far as I’m aware

we’re the first big consumer brand to give consumers the opportunity to

decide the brand name,’ said Guy Longworth, children’s marketing manager

at Kellogg UK.

He added: ’We pride ourselves on listening to consumers; we’ve done a

lot of research since the change and some people preferred the Coco Pops

name, so we wanted to give them the choice.’