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.”

The black and white boxes for Kellogg’s Rice Bubbles and Coco Pops

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.


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


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