17 May 2012 Kellogg’s launches major brand revamp
Kellogg Co has announced a refresh of its Kellogg’s brand in what it calls “the most significant update of its marquee identity in company history”. The update is showcased on theredesigned website — www.kelloggs.com — launching in the United States and Canada and soon to be rolled out globally.
The many enhancements soon to be visible across the Kellogg’s portfolio and throughout its websites, packaging, advertising, and other marketing materials include:
- A new tagline — “Let’s Make Today Great” — that reflects the reasons consumers worldwide choose Kellogg’s brands for the best start to their days.
- Distinctly bright visual graphics and images that reflect company and consumer values of optimism and a bright outlook today, while positioning the Kellogg’s brand for continued success.
- A more conversational tone that supports the relationships consumers desire to have with brands today, particularly in the social and digital worlds.
- A broad and unified approach to promote the power of breakfast through master brand-level programs, such as the Kellogg’s “Share Your Breakfast” program, a campaign to help the 1 in 5 US children who live in homes where breakfast is hard to come by.
- A contemporised version of the classic Kellogg’s script logo.
“Ensuring that an iconic and hugely successful 106-year-old consumer brand is as relevant today as when it was first launched is no easy feat,” said Mark Baynes, Kellogg’s Chief Marketing Officer. “Refreshing the Kellogg’s brand, which has been trusted by generations of consumers, required careful research and thinking, and these changes help us better convey our brand’s purpose and values to today’s consumers.”
Keeping pace with today’s consumers
Recognising that today’s consumers want to be more engaged with brands they care about, Kellogg has also made a strategic shift to more digital and social marketing, working to ensure that all consumer touch points support these relationships. Some recent examples of this work include:
- Kellogg’s website enhancements that optimise viewing capability on mobile and tablet devices, as well as expand options for searching, printing, emailing and socially sharing content.
- More than four million fans on the company’s US Pop-Tarts and Special K Facebook sites.
- Partnership with key influential mom bloggers to help share valuable information about the importance of breakfast and the nutritional benefits of cereal.
- Digital resources like the new My Special K mobile app with weight management tools including menus and shopping lists.
“We are excited about the vibrant refresh for our iconic Kellogg’s brand and our evolving marketing approach,” Baynes said. “The Kellogg’s brand has been meaningful to consumers for more than a century. Today, we’re driving consumer engagement in ways Mr Kellogg might never have imagined as we continue his legacy of building brands that matter.”
Source: Kellogg – Read the full press release
Comment: Kellogg’s revamps brand, but significantly?
Global cereal giant, Kellogg’s is investing in a ‘significant’ revamp of its 106-year-old brand in a bid to resonate better with today’s tech savvy consumers, but analysts say it won’t be anything significant.
Lee Linthicum, head of food research at Euromonitor, says that changes are unlikely to be significant but suggests this is because Kellogg’s is such an “iconic product that it may not need to do that much” by way of change.
Benjamin Punchard, global packaging analyst at Mintel, notes that the new tagline ‘Let’s Make Today Great’ is interesting as it is a clear focus on cereal as a breakfast choice; very different to recent strategies to push cereals as a day-time snack choice.
“This tagline suggests Kellogg’s is refocusing on a strong breakfast cereal image and perhaps this holds more value and opportunity with the number of consumers not having breakfast anymore.”
Linthicum said that particularly in the US, this tagline will be “tapping into the nostalgic factor” that consumers associate with breakfast cereals but in a “way that also has a modern twist.”