This July, Kellogg’s is partnering with Crayola to make breakfast and snack time a little more creative. Visually striking black and white packaging will be released across all major retailers, offering consumers the chance to ‘Colour & Win’ one of five Family Crayola gift packs every day. Adding to the family fun, competition entrants can bring their coloured creation to life through cutting edge, browser-based Augmented Reality.
The team from Sydney-based creative agency Kinetic are responsible for the conception and activation of the promotion.
Says Nate Martin, creative director, Kinetic: “Redesigning the packs of such an iconic brand was a real privilege and the trust Kellogg’s gave us to go as minimal as possible was great validation of the idea. We’re intrigued to see how consumers interact with the campaign and are proud to be delivering one of the first instances of in-browser Augmented Reality for an FMCG brand.”
Says Felicha Hogan, senior shopper activation manager, Kellogg’s: “We’re particularly delighted to be partnering with Crayola for this campaign. 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.”
Senior Shopper Activation Manager: Felicha Hogan
Kellogg Portfolio Manager: Jeci David
Director of Marketing & Corporate Affairs, Kellogg ANZ: Tamara Howe
Creative Agency: The Kinetic Agency
Creative Director: Nate Martin
Creative Team: Damien Quinn & Michael Wilds
Agency Producer: Jeff Edwards
Managing Partners: Danielle Collins & Bree Mankin
Senior Account Manager: Georgie Jenkins