‘Fueling Better Days’ – Refreshing Kellogg’s 106 Year Old Brand by Diana Gaviria
This past week, Kellogg’s unveiled a fresh new visual identity for the company’s 106 year old brand. In a proactive move for Kellogg’s, the company partnered with Interbrand, Leo Burnett, and digital agency VML to update the logo, zero in on the brand’s mission, consolidate 42 websites, rebrand all marketing materials and create the tagline, ‘Let’s Make Today Great.’
“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. 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,” said Mark Baynes, Kellogg Company’s chief marketing officer.
The new brand identity relies on bright graphics, vivid colors and real stories to convey the optimism of a new day, and to remind consumers of the importance of a good breakfast. Kellogg’s also reaffirms the close relationship they have established with consumers by placing information about their community projects, such as Team Kellogg’s and their Share Your Breakfast program, directly on the homepage banner.
The consolidated website and brand redesign will also be joined by an even greater focus on digital and social media in order to more effectively reach gen X and gen Y with their marketing message.
Despite the fresh new look and century-long success of the brand, Kelloggs’ rebranding effort is still a bold move considering the ups and downs that have recently plagued the breakfast market. Although the global breakfast market seems to be on the upturn now, until recently cereal marketers were scrambling to find ways to satisfy consumer desire for easier, ‘on-the-go’ breakfast options. And although Kellogg’s does offer a number of these convenient breakfast options, this new rebranding strategy shows that the company has decided to stay true to its roots and original company mission – to deliver the most important meal of the day so people can ‘make today great’.