Kellogg’s goes monochrome with Crayola

By Gill Hyslop contact

- Last updated on GMT

No monkeying about: Kellogg's newest consumer campaign includes one of the first instances of browser-based augmented reality. Pic: Kellogg Company
No monkeying about: Kellogg's newest consumer campaign includes one of the first instances of browser-based augmented reality. Pic: Kellogg Company

Related tags: Crayola, Coco pops, Australia

Kellogg’s is inviting Australians to go Snap, Crackle and Pop with color in a joint promotion with the colored crayon and art supplier.

The cereal giant has released limited edition black and white packaging for its most popular cereal varieties – including Kellogg’s Rice Bubbles and Coco Pops – encouraging consumers to get a little more creative with breakfast.

Sydney creative agency Kinetic is behind the conception and activation of the campaign, which includes a competition to ‘color and win’ one of five Family Crayola gift packs daily.

One of the first

Adding to the fun, entrants can bring their creations to life through browser-based augmented reality on a mobile device.

“We’re intrigued to see how consumers interact with the campaign and are proud to be delivering one of the first instances of in-browser augmented reality for an FMCG brand,” ​said Nate Martin, creative director of Kinetic.

The black and white limited edition packs will be available in all major retailers across Australia until the end of August.

“As a first for Kellogg’s, we’ve been able to strip the color from our packs and hero our distinctive assets, whilst making sure shoppers can still find us on shelf,”​ said Felicha Hogan, Kellogg’s senior shopper activation manager.

“We’re excited to be bringing families together through creative activities on pack and can’t wait to see their artwork come to life.”

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