Street promotional event _ BIG OPENING

Here is an idea for promoting the new opening system in the streets. Its an intalation of the big cereal bowl full of the real cereal boxes that come from the oversized box.

Supermarket Promotional Stand _ BIG OPENING

Here is a model of the stand that we have created for the promotion of the new opening system of the ceral box.

Our promotion and events will take place in supermarkets and it consist in an over dimentioned cereal box haging from above, from which real boxes, instead of the flakes, fall down into a cereal bowl. These boxes are offered at discounted price during the "BIG OPENING" days.

PROMOTION

BIG OPENING Campaign


Internet Banners

Interventions in cultural and sport events

Games and diferent shapes usign the new box shape

DISTRIBUTION _ Supermarket Stand

ACTUAL SUPERMARKET STANDS

BIG OPENING CAMPAIGN STAND

The new stand is shaped as the new box and a bowl of cereal, pouring boxes on it. Is located by the refrigerators area of the supermarket.

Kellogg's mind map

Old TV advertisement for Kellog´s _ The Monkees

Old TV advertising for Kellogg´s _ "It's Gonna Be A Great Day" (1980)

Old TV advertising for Kellogg´s _ Yogi Bear

PACKAGING DESIGN PROCESS

Standard opening system for cereal boxes.













Standard broken opening system













Alternative opening system No. 1



















Detail

















Alternative opening system No. 2a-b

KELLOGG'S PACKAGING TIMELINE

1908

1914


















1926




















1933



















1952



















1965

1970

1990

2000

Through time (1906-2009) Kellogg´s has kept the same packaging

KELLOGG'S MARKETING

At the very heart of the business, the Marketing Team leads the development of marketing initiatives, shaping business strategies for all of their famous brands.

Dedicated to remaining at the forefront of their customers’ minds, they have a wide range of brand and innovation roles for talented marketers who will thrive on the challenge of building their brands by driving forward high profile multi-million dollars campaigns.

They have expanded and growth through solid innovation in cereal and snacks, and also have built one of the strongest marketing teams in the world. Key to the achievement of their short and long-term commercial objectives, their Sales Team develops and implements innovative business strategies and plans for all trade customers.

Dedicated to maximizing the availability of Kellogg’s products to the public, they work with market leading brands and some of the world’s largest retailers, including multiple superstores and supermarket chains, regionally based supermarket businesses, wholesalers, cash and carry outlets and convenience stores.

The Kellogg Company, promote eating well and healthy living. Their legacy is based on the philosophy that people can improve their health by eating a balanced diet and engaging in regular physical activity. Living a healthy lifestyle begins with a good understanding of nutrition.

KELLOGG'S HISTORY

It all began on February 19, 1906. That was the date that William Keith Kellogg filed the papers that officially incorporated the Battle Creek Toasted Corn Flakes Company. The Kellogg’s philosophy – that improved diet leads to improved health – has driven everything they do since the days of William Keith Kellogg and his Battle Creek Sanatorium. The popularity of his new ‘Corn Flakes’ cereal, discovered almost by accident in 1876, encouraged William to set up the Kellogg company, now the most successful cereal manufacturer in the world.
The Kellogg’s story starts way back in Battle Creek Sanatorium, Michigan USA, in the 1870s.
Set up by brothers Will Keith Kellogg and Dr John Harvey Kellogg, it was founded on a deep belief that ‘you are what you eat…’ Oh, and plenty of fresh air, exercise and a strict ban on caffeine, alcohol, tobacco and meat.

In 1876, in pursuit of a breakfast food that was at once wholesome and half-way pleasant to eat (a rarity in those days), Dr John had a ‘Eureka’ moment. While experimenting with different ways to cook and crush wheat to make it more palatable without losing its goodness, he inadvertently ran a batch of cooked wheat through the rollers that had been standing around for a day or so.

And out of the other side came… Kellogg's Corn Flakes (or at least a prototype version). Testing their new discovery on their patients confirmed that here indeed was the delicious, nutritious breakfast the brothers had been seeking.

When orders starting coming for the new flakes from former patients, they knew they were onto a good thing and set up a separate company to manufacture their cereal under the name Sanitas. But it wasn’t until 1898 that Kellogg's Corn Flakes as we know them appeared, and in 1902 Will Keith made the momentous decision to leave the ‘San’ and set up full time in cereal production.

KELLOGG'S

Kellogg Company (often referred to as Kellogg or Kellogg's in its corporate logo) is the world’s leading producer of cereal and a leading producer of convenience foods, including cookies, crackers, toaster pastries, cereal bars, frozen waffles, and meat alternatives. Its global headquarters are in Battle Creek, Michigan USA. Kellogg trades under the ticker symbol NYSE: Kellogg's Revenues in 2008 were $12.8 billion.

ABOUT US

Chiara Ferrario
Eliana Sanabria Galvis
Julie Wimmerova

Designers

We are Interior Design Master students in NABA Academy of Fine Arts in Milano; and this blog is part of an assignement in the Brand Design course.

We choose a brand (Kellogg´s) and we are working on it... Improving...(?!) it....