Kellogg’s turns packaging black and white to make breakfast more creative
By James Herring on Thursday, July 11, 2019
Kellogg’s hopes to make breakfast more creative.
In Australia the cereal giant has temporarily made the packaging for its most popular varieties black and white, in a partnership with Crayola, encouraging consumers to ‘colour and win’.
Black and white packaging will be released across major retailers, offering consumers the chance to ‘Colour & Win’ gift packs.
Browser-based augmented reality is also a feature of the campaign, which enables consumers to bring the characters of their coloured-in boxes to life.
Felicha Hogan, from Kellogg’s says: “As a first for Kellogg’s we’ve been able to strip the colour from our packs and hero our distinctive assets, whilst making sure shoppers can still find us on shelf. In addition to the interactive AR experience, as an added surprise and delight, Crayola prize packs will be won daily. We’re excited to be bringing families together through creative activities on pack and can’t wait to see their artwork come to life.”