To humorously drive home the taste appeal of its new FiberPlus Caramel Pecan Crunch cereal variety, a new TV spot from Kellogg's has women engaging in a taste test pitting the cereal against luscious cupcakes.
In what would appear to be an indirect spoof of General Mills's effective "Cardboard, no. Delicious, yes" commercials for its Fiber One cereals and other products, FiberPlus brand reps went to The Perfect Circle Cupcakery (Orange, Calif.) to have customers compare the taste of the new FiberPlus flavor against the bakery's famed chocolate lava cupcake.
Taste testers' consensus? Great cereal, but the cupcake wins. The 60-second spot concludes with the messaging: "Not the best tasting cupcake ... the best tasting fiber. Kellogg's FiberPlus: Taste the Plus."
Kellogg's and agency Leo Burnett are being mum about the spot, which represents a somewhat edgier direction than FiberPlus's previous campaign (also from Leo Burnett), featuring comedian Kieron Elliott as a "genie" who pops into homes to grant breakfast eaters' wish for a "deliciously nutritious fiber cereal."
Kellogg launched FiberPlus cereal in July 2010, after the success of its FiberPlus Antioxidant Bars.
General Mills's Fiber One cereal launched in 1985. The latest extension, Fiber One 80 Calories cereal, was launched in late June.