Kellogg’s launches black and white packaging in partnership with Crayola
Kellogg’s has temporarily made the packaging for its most popular cereal varieties black and white, in a new partnership with Crayola, encouraging consumers to ‘colour and win’.
Browser-based augmented reality is also a feature of the campaign, which enables consumers to bring the characters of their coloured-in boxes to life.
A campaign video has been created to explain the AR feature.
Nice, simple, clear idea at its core. Feels like the AR part of it is just unnecessary complication – tail wagging the dog etc.
I like it. I like it a lot… the AR bit seems to conflict with the Crayloa part for me. I would have loved the idea of kids getting off technology, finding some Crayola inside the pack and using them just to colour in; that might have been enough for parents. (forgive me if I’ve missed something in the activation?)
Still, great to see the brand evolving this way and trusting the teams to get it so right. I bet everyone thrilled with the launch so far.
Well done.
Sounds a bit flaky and corny to me.
Love the idea of coloring the cereal box to encourage creative thinking..AR kills and stifles the creativity.. and tells the children.. what ever you do, we can do better with technology. shame
I don’t like the ethics or rather the lack of ethics behind this. Most of the top children’s cereals are full of sugar and are a really unhealthy way for children to start their nutritional day. Selling more of an unhealthy product to an immature, easily persuaded market shouldn’t be applauded.
I agree, it’s just another ploy to feed children with horse feed. There’s nothing good about the product full of sugar and synthetic vitamins to continue the myth.
I have an advertising background & think this concept is a winner! It will have real stand out on shelf and I like the interactivity part. AR feels a stretched though.
On the downside, sadly this is just more sugar coating though right? Kids really should be encouraged to eat less sugar not more! I won’t buy this for my kids either way. ?♀️
Mientras leía pensé que dentro del paquete habría crayolas para que los niños ilumninaran… Y sería una excelente idea la motivación a ser creativos.
No imaginé lo que propondrían, éxito con sus buenas intenciones sin mensajes subliminales. Espero.
Early in my career I was a volunteer for Longwood Opera. The company presented “Hansel and Gretel”. I wrote the program. On the back, I laid out black and white pictures: gingerbread boy and girl, gingerbread house. We had small packs of crayons. on hand.We got a great audience response, especially the children !
World-reknowned UCSF toxicologist Dr. Robert Lustig appears to agree with Sue Vetma above:
https://www.linkedin.com/feed/update/urn:li:activity:6559910132644483072
Still waiting to see what cereal company produces a Pine & Oats cereal box from Minority Report.
lol- i feel the point is ascertain the interactivity on a brand perspective not on a personal perspective
I have no idea what to do here so yea
Great idea ruined by the complicated AR stuff / what a shame. Really stupid.
The promotion is closed and they are still selling these packs in the stores 3 moths later just to suck you in