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.
Sydney creative agency Kinetic is behind the conception and activation of the promotion.
Kinetic creative director, Nate Martin, said in a statement: “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 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.”
Kellogg’s senior shopper 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 colour from our packs and hero our distinctive assets, whilst making sure shoppers can still find us on 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 black and white packaging will be available in all major retailers that stock Kellogg’s products.
Credits
Client: Kellogg’s
Partner: Crayola
Senior Shopper Activation Manager: Felicha Hogan
Kellogg Portfolio Manager: Jeci David
Director of Marketing & Corporate Affairs, Kellogg ANZ: Tamara Howe
Creative Agency: The Kinetic Agency
Creative Director: Nate Martin
Creative Team: Damien Quinn & Michael Wilds
Agency Producer: Jeff Edwards
Managing Partners: Danielle Collins & Bree Mankin
Senior Account Manager: Georgie Jenkins
Nice, simple, clear idea at its core. Feels like the AR part of it is just unnecessary complication – tail wagging the dog etc.
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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.
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Sounds a bit flaky and corny to me.
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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
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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.
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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. ?♀️
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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.
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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 !
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World-reknowned UCSF toxicologist Dr. Robert Lustig appears to agree with Sue Vetma above:
https://www.linkedin.com/feed/update/urn:li:activity:6559910132644483072
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Still waiting to see what cereal company produces a Pine & Oats cereal box from Minority Report.
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I have no idea what to do here so yea
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lol- i feel the point is ascertain the interactivity on a brand perspective not on a personal perspective
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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.
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Great idea ruined by the complicated AR stuff / what a shame. Really stupid.
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The promotion is closed and they are still selling these packs in the stores 3 moths later just to suck you in
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