Word: kellogg
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Dates: during 1960-1969
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...complained. "The things I want to show are mechanical." So he had someone make 500 wooden boxes for him; someone else made silk screens of the designs on the cardboard cartons that hold the products of Del Monte, Brillo, H. J. Heinz, Campbell's, Mott's and Kellogg's. Warhol himself, with help, squeegeed the color onto the boxes, wrapped them in brown paper to be carted to the gallery, and planned their arrangement in towering tiers. Lest viewers think it's just another Saturday morning outside the local supermarket, he made their prices memorable...
...complex field of patents, everyday products have often inspired memorable decisions. The shredded-wheat biscuit became a courtroom cause celebre in 1938, when the Supreme Court set precedent by ruling that Kellogg could make the same biscuit as Nabisco, whose patent had expired and whose link to the shredded-wheat name had faded. The pink color of Pepto-Bismol was at issue in 1959, when a federal court in New York ruled that the pink had a "functional" purpose and therefore could be copied. Last week the Supreme Court handed down a decision of such broad impact that it overturned...
Yogi & Huck. A big bite of these profits came from such Kellogg basics as corn flakes, which Founder Will Kellogg began to market in 1906 as a health food, and Rice Krispies, whose snap, crackle, pop is part of American folklore. To keep crackling, Kellogg's puts its faith in new products, has introduced ten new cereals in the last 13 years. The latest is a circular, multicolored, fruit-flavored oat cereal called Froot Loops, which Kellogg's is pushing as suitable-or possibly sootable-for all the family from 5 to 95. Just as pre-sugared cereals...
...with soap or cigarettes, cereal selling is essentially aggressive marketing. Kellogg's has cornered 43% of the U.S. market-double that of either General Foods or General Mills-by doggedly making breakfast and cereal synonymous. The company preaches nutrition and flavor with countless advertise ments, 15 television shows (including the top-ranked Beverly Hillbillies) and afternoon cartoon shows on 180 local stations that feature such fetching salesmen as Yogi Bear, Woody Woodpecker and Huckleberry Hound. All this has helped put four Kellogg cereals-Corn Flakes, Rice Krispies, Special K and Sugar Frosted Flakes-among the industry...
Knisper, Knasper, Knusper. Like the late Will Kellogg, the company's officers and directors look upon cereal selling as a solemn mission. President and Chair man Lyle Roll, 56, a onetime door-to-door Kellogg's salesman, eats at least two bowls of cereal a day (morning and before bed), and sometimes a third when he drops in on the daily taste testing conducted by company executives. Nowadays, Roll's time is taken up largely by Kellogg's rapidly expanding international sales, which account for about 30% of its total volume. "Our future," says Roll...