Kellogg ads in the United States promote the taste and nutrition of Kellogg's cereals versus competitors' brands. In France, where consumers drink little milk and eat little for breakfast, Kellogg's ads must convince consumers that cereals are a tasty and healthful breakfast. Which marketing strategy is being followed by Kellogg?

Question

Quizplus · Accepted Answer

Kellogg is using communication adaptation, as they are changing their advertising message to suit the different cultural context and consumer habits in France compared to the United States.

Kellogg Ads in the United States Promote the Taste and Nutrition