Kellogg’s New Boxes Combines Cereal, Coloring and AR
by Rudy Sanchez on 07/11/2019 | 2 Minute Read
Sometimes pairings are so perfect that one can’t imagine a time before the combinations existed-chocolate and hazelnuts, peanut butter and jelly, and Martha and Snoop Dogg. In Australia, cereal maker Kellogg’s may have stumbled upon the next super combination whose sum is greater than its parts.
As part of the “Colour & Win” promotion with Crayola, Kellogg’s is releasing black and white boxes of some of their most popular cereals. To enter to win, customers color the back of the box and upload a picture to a webpage that brings the colored-in image to life via Augmented Reality (AR).
Creative agency Kinetic, based in Sydney, Australia, is behind the promotional concept, design and execution, tying together classic childhood staples, coloring books, and breakfast cereal with modern additions to that KID-life like mobile devices and AR.
“Redesigning the packs of such an iconic brand was a real privilege, and the trust Kellogg’s gave us to go as minimal as possible was a great validation of the idea. We’re intrigued to see how consumers interact with the campaign and are proud to be delivering one of the first instances of in-browser augmented reality for an FMCG brand,” said Nate Martin, Kinetic creative director.
In the same statement, Kellogg’s senior activation manager, Felicha Hogan, said, “We’re particularly delighted to be partnering with Crayola for this campaign. As a first for Kellogg’s, we’ve been able to strip the color from our packs and hero our distinctive assets, whilst making sure shoppers can still find us on the shelf. In addition to the interactive AR experience, as an added surprise and delight, Crayola prize packs will be won daily. We’re excited to be bringing families together through creative activities on pack and can’t wait to see their artwork come to life.”
The new boxes are available in Australia where Kellogg’s cereals are sold, with 5 Crayola family gift packs prizes given away daily until August 31, 2019.