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Kellogg Co. has undertaken the biggest makeover of the venerable Kellogg’s brand in company history. The update is showcased the brand’s completely redesigned website, which has launched in the United States and Canada, and will soon roll out worldwide.
Other elements of the brand refresh, which will be seen across Kellogg’s portfolio and throughout its websites, packaging, advertising and other marketing materials include a new tagline, “Let’s Make Today Great”; bright visual graphics and images reflecting company and consumer values of optimism and a bright outlook today, while positioning the brand for continued success; a more conversational tone that supports the relationships consumers want with brands today, particularly in the social and digital realms; a broad, unified approach to promote the power of breakfast via master brand-level programs, such as the Kellogg’s “Share Your Breakfast” Facebook initiative, which aims to help the one in five U.S. children who live in food-insecure homes; and a modernized version of the classic Kellogg’s script logo.
“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,” admitted Mark Baynes, chief marketing officer at Battle Creek, Mich.-based 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.”
“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,” noted SVP of global brands Kim Miller. “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.”
Recognizing that consumers want more engagement with their favorite brands, Kellogg has additionally made a strategic shift to more digital and social marketing. Examples of this include website enhancements that optimize viewing capability on mobile and tablet devices, as well as expand options for searching, printing, e-mailing and socially sharing content; a partnership with influential mom bloggers to disseminate information on the importance of breakfast and the nutritional benefits of cereal; and digital resources such as the new My Special K mobile app with weight management tools including menus and shopping lists.
“The Kellogg’s brand has been meaningful to consumers for more than a century,” added Baynes. “Today, we’re driving consumer engagement in ways Mr. Kellogg might never have imagined as we continue his legacy of building brands that matter.”