2014 Brandcameo Product Placement Awards

brand strategy

Love Your Cereal: Kellogg's Touts Goodness of Grains

Posted by Dale Buss on September 14, 2012 02:04 PM

Kellogg has been working on a comprehensive brand overhaul during the last several months, and now one of the first significant fruits of its efforts is coming out: A new campaign promoting some of its classic cereals, focused on their simplicity and goodness.

Running under the tagline "Goodness of a Simple Grain," the new campaign extols Corn Flakes, Rice Krispies and Raisin Bran in a farm-to-table positioning that is so popular these days (see: McDonald's farmer spots and Chipotle's Willie Nelson video) and combines it with simplicity messaging, emphasizing that there are only four ingredients, for instance, in Corn Flakes. One spot says Kellogg takes these products "from the seed to the spoon."

"We have a number of brands like this that we've been making for a hundred years," Doug VanDeVelde, Kellogg's SVP of morning foods, marketing and innovation, told Adweek. "But consumers weren't really aware of that, and we need to, in a very simple way, remind them."Continue reading...

chew on this

Kellogg's Aims to Make Today Great with Refreshed Verbal and Visual Identity

Posted by Mark J. Miller on May 14, 2012 11:04 AM

An enjoyable breakfast means the world to Kellogg’s. And life hasn’t been easy for name-brand cereal makers in general in recent years, as time-pressed consumers skip breakfast while others are on the watch-out for GMO ingredients.

Now Kellogg’s is serving up something fresh to remind everyone about the importance of a great breakfast to get the day going: a major brand overhaul, as Forbes noted on Friday and the Kellogg company outlined in a press release this morning.

The scope of the visual and verbal identity refresh includes “an updated logo, identifying the Kellogg’s brand’s core purpose, incorporating the ‘masterbrand’ into all Kellogg’s marketing campaigns, consolidating 42 company websites around the world to one, and the new tagline, 'Let’s Make Today Great.'"

The move, Forbes notes, puts digital and social media "at the core of its engagement efforts." To that end, Kellogg's US joined Twitter last week to further engage fans and to help promote its London 2012 Olympics sponsorship of eight Team USA athletes, as it's also talking up on its Facebook page.Continue reading...

doing good

Kellogg's Invites You to Share Your Breakfast and Feed a Child

Posted by Sheila Shayon on March 8, 2011 11:00 AM

Marking National Breakfast Day in America, Kellogg’s hosted a kick-off event this morning with actress Melissa Joan Hart and its beloved cereal brand mascots, Tony the Tiger and Snap! Crackle! and Pop!, at New York's Grand Central Terminal.

It was more than just a feel-good photo opp and welcoming committee to offer free breakfasts to commuters flooding into Manhattan.Continue reading...

brand news

Headline Roundup: You're Branded

Posted by Stephanie Startz on October 14, 2009 07:39 AM

Royal Bank of Scotland may be forced to sell 300 branches. [Times of London]

Ford recalls 14.3 million vehicles over faulty switches. [WaPo]

Pepsi, Anheuser-Busch form purchasing association for goods and services. [NY Times]

PepsiCo's Amp Energy drink draws anger over "pick-up artist" iPhone app. [WSJ]

Soda tax to fund health care and fight obesity could shake up beverage industry. [NPR]

P&G to focus on value-based items, emerging markets to ensure growth. [NY Times]

Kellogg's will laser-brand individual flakes Corn Flakes. [Telegraph]

(More headlines: Ivanka Trump, Michelin in Japan.)Continue reading...

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