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.”