Kellogg's Coco Pops

This 2013 ad for Kellogg's Coco Pops depicted an animated scene of Coco Pops playing a game of Marco Polo in a bowl of milk. Kids' laughter is heard and the Coco Pops call out, "fish out of water" and "hey, no peeking!"

Where it appeared:
On television in 2013.

The community said:
The ad breaches the industry code because it promotes Coco Pops to children and Coco Pops contain more than 36% sugar and are not a healthy dietary choice.

What the advertiser said:
"Conceptually, this advertising campaign centres upon prompting nostalgic recollections among main grocery buyers". It is not directed to children.


What the Advertising Standards Board said:
On balance, the Board considered that this advertisement was clearly directed primarily to children under 12.

OPC discussion:
The advertiser discontinued airing the advertisement.

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