Branded cornflakes?

It’s true, you heard right. The Kellogg’s Company announced today they will laser their brand name onto Kellogg’s cornflakes breakfast cereal. Needless to say this takes logo placement to a new level. I’ve seen steaks branded when served on a platter, bananas and apples with stickers hosting the brand name company, but never have I seen a logo on a cornflake.

According to a release, the 100 plus year old company wants to differentiate themselves due to similarly packaged supermarket brands. Apparently the competition is moving in on their market share and Kellogg wants to stake their claim on cornflakes.

As a consumer I will buy a box just to check out the new laser inscribed cornflake. I’d have to guess this is exactly part of Kellogg’s strategy. Look at it this way. If you’ve had a product in the market place with a bit of stale sales (ha-ha), how are you going to spike your sales? Create hype. There’s all of the canned tactics such as a promotion, a coupon, a mailing, etc., but finding a way to modify, yet not change your core product such as this example is genius! It’s like the cup holder in a car. Pretty much all of us drive vehicles with cup holders and consider them standard, but thinking back to my first car (1976 Ford Granada) – no cup holder. Today’s vehicle in the garage – with cup holder, heat seater, sunroof. All ways to differentiate and to entice me into a new purchase.

Today’s lesson. Think different! And if you’re thinking different has gone stale (like last summers box of cereal still in the cupboard), give us a call.

About Kellogg’s

“Kellogg Company 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. Kellogg products are manufactured in 19 countries and marketed in more than 180 countries around the world.”

Learn more!

Author: Bellana Putz
www.lessingflynn.com
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