For many years, Kellogg's Frosted Flakes, a ready-to-eat breakfast cereal, was perceived as a cereal for children. Tony the Tiger, a cartoon character, extolled Frosted Flakes, and advertisements depicted children enjoying the product with Tony in competitive situations. Recently, in response to declining sales of Frosted Flakes, the cereal maker has adopted a new series of advertisements that show adults admitting that they enjoy Frosted Flakes, too. Kellogg's is attempting to

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Kellogg's is attempting to reposition Frosted Flakes by changing the target audience's perception of the product. The previous perception was that Frosted Flakes was only for children, and the new advertisements aim to show that adults can enjoy the product as well. Therefore, the company is attempting to change the product's positioning in the minds of consumers.

For Many Years, Kellogg's Frosted Flakes, a Ready-To-Eat Breakfast Cereal