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Kellogg's brand gets a makeover
May 14th, 2012
BATTLE CREEK, Mich. – Kellogg Co. is unveiling a refresh of its 106-year-old Kellogg's brand, calling the move the most significant update of its marquee identity in company history.
The company said Monday that the brand update is showcased on Kellogg's revamped website, kelloggs.com, that's launching in the United States and Canada and will soon to be rolled out globally.
According to Kellogg, the range of enhancements that will soon be visible across the Kellogg's portfolio and its websites, packaging, advertising and other marketing materials include a contemporized version of the classic Kellogg's script logo; the new "Let's Make Today Great" tagline; brighter visual graphics and images; and a more conversational tone with consumers, especially in the digital and social media channels.
There also will be a broad but unified approach to promote the power of breakfast through master brand-level programs, such as the Kellogg's "Share Your Breakfast" program, a campaign to help the one in five U.S. children who live in homes where breakfast is hard to come by. For each person who posts a photo of or message about their breakfast on Facebook.com/Kelloggs, the company will make a donation to Action for Healthy Kids to support the expansion of school breakfast programs.
"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," stated Mark Baynes, chief marketing officer for Kellogg Co. "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."
The company noted that early research confirmed the Kellogg's brand was clearly one that resonated with consumers worldwide. In its six core markets — the United States, Canada, Mexico, the United Kingdom, France and Australia — Kellogg's has what brand consultancy Millward Brown identifies as "Olympic" status.
"While our master brand has tremendous resonance with consumers, we knew we had an opportunity to further invest in the Kellogg's brand to strengthen our business and grow with our consumers," stated , senior vice president of global brands at Kellogg. "By refreshing our brand in ways consumers will continue to relate to, we can build on current relationships and establish strong new ones for the future."
Seeing that today's consumers want to be more engaged with brands they care about, Kellogg has also made a strategic shift to more digital and social marketing. Recent examples of that transition, the company said include Kellogg's website enhancements that optimize viewing capability and sharing content on mobile and tablet devices; more than 4 million fans on the U.S. Pop-Tarts and Special K Facebook sites; a partnership with influential mom bloggers to help share information about the importance of breakfast and the nutritional benefits of cereal; and digital resources like the new My Special K mobile app with weight management tools, including menus and shopping lists.
"We are excited about the vibrant refresh for our iconic Kellogg's brand and our evolving marketing approach," Baynes commented. "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 Kellogg's products include Mini-Wheats, Rice Krispies, Corn Flakes, Frosted Flakes, Special K, Eggo and Nutri-Grain, among others.