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...

brand mascots

Tony the Tiger Now Grrreat! with Dads

Posted by Dale Buss on September 9, 2011 09:48 AM

Tony the Tiger is changing roles with the times, and so is advertising for the Kellogg's Frosted Flakes that he has so distinctively represented for 60 years. The cereal giant is asking its venerable mascot to play offense instead of defense in a new approach to advertising its so-non-PC sugary cereal.

Kellogg's TV ad features an athletic Tony clowning around in the back yard with a father, his young son, and playing baseball.

With the noose tightening around Kellogg's freedom to advertise Frosted Flakes to kids, because regulators and activists are trying to further throttle promotion of suspect foods directly to children, the company has decided to try some new tactics.

Instead of targeting moms, Kellogg's is aiming directly at fathers. As Ad Age notes, more dads are buying groceries these days, and more fathers say they're eating Frosted Flakes along with their children.Continue reading...


Super 8 Loves the '80s, Spielberg with Product Placements

Posted by Abe Sauer on June 13, 2011 01:00 PM

When it comes to product placement, Super 8's very name, like Gran Torino or Harley Davidson and the Marlboro Man, is itself a product. In 1965, Eastman Kodak created the video format that would come to dominate amateur movies for a decade. Even though Kodachrome itself has been discontinued, Super 8 formatted film is still widely made, if not widely available. 

Executive produced by Steven Spielberg, Super 8 is billed as a homage to Spielberg's Amblin Entertainment films of the 1980s. In plot, scope and feel, that's certainly the case. Even when it comes to product placement, Super 8 tips its hat to Spielberg's legacy.Continue reading...

The Key to Customer Loyalty: Delight

Posted by Barry Silverstein on February 24, 2011 06:30 PM

When Tony Vernon, the president of Kraft Foods North America, told analysts this week that "we must work even harder at customer and consumer delight," he was mirroring the results of the latest "Customer Loyalty Index." 

According to the 2011 Customer Loyalty Index issued by the customer loyalty consultancy, Brand Keys, today's consumers are looking for the best total experience when they interact with a brand.

Robert Passikoff, Brand Keys founder, says, "Consumers want meaningful innovation that results in a higher level of experience. Satisfaction has never been more cost-of-entry; delight is the new differentiator."Continue reading...

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