ABSTRACT
The Kix cereal advertising slogan reflects a marketer’s conundrum. On one hand, adver-
tisers targeting children must appeal to the primary users children. Simultaneously, marketers must persuade the primary buyers mothers. Tackling these two distinct challenges with a single brand is as challenging as trying to kill two birds with one stone:
children go for tasty and flashy brands; mothers choose brands that have socially respon-
sible images. From a marketer’s point of view, it is important to assess and manage a
brand by considering how both audience groups children and mothers similarly and differently view the brand.
