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Modernising a family favourite
Get up and go!
The Task: Develop a Masterbrand system for Kelloggs Canada, bring the positive equity of the Kellogg’s Masterbrand to the sub brands. Improve food depiction to convey “realness”
– Light hearted
– Happy Start / Happy Breakfast
A better breakfast
Foremost, unify the sub-brands beneath the Kellogg’s masterbrand. Create a cohesive “brand block” that sufficiently differentiates and maintains the identity of individual sub-brands. Leverage the positive equities of Kellogg’s Masterbrand – trusted, light hearted, optimistic and cheerful – to capture the right “attitude” at shelf. Apply the system across Rice Krispies, Karave, Just Right, Vector, Two Scoops, Muslix, Corn Flakes, Frosted Flakes, Froot Loops, All-Bran, Mini-Wheats, Special K and corn POPS.
Spreading sunny possibilities
Delivered a consistent treatment of Kellogg’s Masterbrand, drove meaningful differentiation for sub-brands and improved taste appeal. We leveraged all of the pack elements – food depiction, pack architecture, attitude – to create a stronger sense of unity and brand recognition across the Kellogg’s product lines.