RE-IGNITING KELLOGG’S ICONIC STATUS
Kellogg’s have been a breakfast staple for more than 100 years. However, mixed messaging and confused packaging meant they were losing their iconic status.
We took on Kellogg’s biggest re-design in a century, covering their entire European portfolio. Our mission was clear we needed to re-establish their position as a true, authentic category leader. This in turn meant returning Kellogg’s to its iconic status, as the provider of natural grain goodness.
CLEAR, HONEST, ENJOYABLE
To leverage the Masterbrand and our natural grain goodness story, we embraced three driving principles;
Kellogg’s are a true original: the creators of cereal in a bowl. Yet, as competitors embraced consumers’ shift to healthier eating habits, they found they were lacking relevance- and falling to stand out on shelves.
Be Clear
Be Honest
Deliver Enjoyable Taste
The Core Assets
We stripped assets back to include only iconic components. We also revamped the Kellogg’s colour scheme, using a wider, brighter palette.
The Wordmark
The Mascot. We heroed Kellogg’s mascots, increasing their visibility, to reconnect consumers with the brand’s personality.
Circle of goodness
We communicated our strategy through Kellogg’s packaging, enhancing their core assets to reclaim their core assets to reclaim their iconic status.
Our strategy focused on returning to Kellogg’s origins: as the provider of natural grain goodness. With this goal in mind, we gave them a clear message: ‘the natural choice for breakfast’, In turn, our packaging would reposition them as iconic, wholesome and tasty.
Our BrandAsset Valuator showed that Kellogg’s were seen as increasingly outdated, in a market driven by taste, quality, originality and natural products. We needed to drive consumer reappraisal and retrial.
The Iconography
As a whole, these changes represent Kellogg’s as a bold, iconic and nature-focussed category leader.
Expanded and cropped, our wordmark con_dently asserts Kellogg’s iconic status, as well as a new, playful and modern attitude.
WINNING WITH CONSUMERS YET AGAIN
Our clean, cutting-edge pack design speaks to changing consumer trends. Research results showed that nearly 70% of consumers were able to _nd the pack on shelf more easily and the new design increased purchase intent by almost 50%.
The bold ‘bowl of goodness’ nods to the heritage of the brand- the _rst to invent cereal in a bowl- while simplifying navigation and storytelling.
Packs are uni_ed by a central asset, consistent in size and position across brands. Food photography is authentic, using natural light and no arti_cial shooting methods.
Paul Humphries, Vice President Marketing of Kellogg’s Europe, had this to say “Kellogg’s is one of the world’s most recognisable brands and our cereal boxes are a staple of most people’s breakfast tables. By marrying the best in design with the best cereals, we’re con_dent our new packs will be a real showstopper on the supermarket shelves.”
