Kellogg’s All-Bran uses tear-off packaging to unveil new logo
Kellogg’s, which recently appointed a new PR agency to push its healthy eating credentials, has unveiled new packaging and branding for its All-Bran high fibre brand.
In what the company claims is a first for the cereal category, consumers are able to rip off an old layer of packaging to reveal the new design and logo.
The wraparound packaging will feature on boxes of All-Bran for eight weeks, until consumers become familiar with the new design.
“The new brand refresh heralds a step up in All-Bran’s brand positioning to a more modern and contemporary brand for women,” said Victoria Cooper, All-Bran’s brand manager. “Customers will still get the same great taste of their favourite breakfast cereal, just with a new look box.”
nice idea
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Brilliant. Great idea Victoria
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good idea
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Nice idea I guess.
Though my personal experience is that All Bran purchase cycle is well over 8 weeks. More like 8 months between a well-meaning purchase and it being re-discovered hidden behind some fancy muesli and sugar-laced Coco Pops…
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Totally lame sneaky way to increase the price. The old packet was 655g, and the new is 530g, and costs the same!!
Shame on you Kelloggs. No longer shall you take my money.
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What a scam divert attention away from price increase and much smaller packaging. Lost me kellogs going to aldi better value cereal
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Surely it is misleading/deceptive to wrap the ‘old’ packaging on the new box, when the new box, as noted by ‘Not impressed”, is 20% smaller in content. Nice idea, but not honest.
Their website also doesn’t enable feedback online/via email. Only by post and on the phone. How about modern and contemporary options for customer feedback?
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