|Kellogg’s launches major brand revamp|
|Thursday, 17 May 2012|
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:
“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
"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."
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.”
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