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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.

Kellogg Co. worked with Interbrand, the parent of brandchannel, on what the 106-year-old company called internally "Project Signature," while creative agency Leo Burnett and digital agency VML helped execute the new brand strategy and identity system. CMO Mark Baynes explained more of the project's scope to Forbes —

“One (goal) was to drive absolute clarity and alignment around the purpose of the Kellogg’s brand and what it stood for, and the second was to align and create a fresh identity system for the Kellogg’s brand that accompanied all our executions around the world. As part of the company Kellogg piece and the way we’re investing in new digital platforms and tech to drive from the consumer experience, we’ve just consolidated 42 Kellogg company sites down to one company site so that had to have its own identity system and clear architecture of what it was standing for, and at the same time the Kellogg’s brand site, we needed to make sure that that identity system was separate and unique as well.”

Baynes added that the company researched (and listened) to figure out how people interact with their food at the start of each day. “At the heart we talked about a belief and we believe—and you’d expect this from our heritage of 100 years—that a better breakfast leads to a better day,” he said. “But the emotive point that we can leverage is each day really represents a fresh start to realize life’s possibilities, and as a result, we exist to fuel better days and better lives for everyone we touch.”

"We are excited about the vibrant refresh for our iconic Kellogg's brand and our evolving marketing approach," Baynes added in the press release. "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."

Popular products under the Kellogg's umbrella include Corn Flakes, Mini-Wheats, Rice Krispies, Frosted Flakes, Special K, Eggo, Nutri-Grain, and Pop Tarts.

Below, Kellogg's "Team Kellogg's" Facebook app promotes its Team USA sponsorship:


sweet People's Republic of China says:

Kellogg School of's Aims brand enjoys popular support


May 15, 2012 02:45 AM #

Anita South Africa says:

Is this a case of lipstick on the bulldog?  What about the GM grains in the products?  In SA all kellogg products are made from GM products.  This should be at least  stated on the packaging if organic cannot be sourced.
Big reputational issues brewing if this is detail is ignored and customers have a backlash against GM foods and accuse your organisation for not being upfront and sharing this info on the packaging. Your choice Kelloggs!

May 19, 2012 10:18 AM #

DrHouseBrand United States says:

"We exist to fuel better days and better lives for everyone we touch”

Er, yes Kellogg's and so does my toast and my private label muesli

Get over yourselves!!!

May 20, 2012 05:15 AM #

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