Cereal Advertising

Advertising / Packaging Design

Art Direction: Shiho Sugita / Design: Shiho Sugita

Overview

Cereal sales have dropped by 30%, with Kellogg’s experiencing a 10% decrease in recent weeks. Reasons include time constraints, competition from alternatives like yogurt, and concerns about sugar content. Consumers seek protein-rich breakfast options for greater satisfaction, reflecting a broader trend away from traditional cereal consumption.

Project Objective

Create a multimedia campaign (print and social media) to introduce a packaging redesign to consumers.

Strategy

Promote a fresh brand image to attract new customers while maintaining appeal to existing ones by showcasing a stylish and sporty appearance.
Encourage individuals to embrace a healthy lifestyle by promoting the benefits of a balanced diet and regular exercise.
Utilize innovative package design for Kashi Go LEAN products to effectively communicate the brand’s essence and values to consumers, fostering empathy and generating interest in trying the products.

Meaning of GO LEAN

“Go Lean” is meant to emphasize an active mindset (“Go”) and a focus on achieving a toned, healthy body composition (“Lean”), highlighting the brand’s emphasis on nutritious choices and support for personal wellness.

Message

Kashi provides essential nutrients with high-quality ingredients for well-being.

Target Audience

Individuals 18-45 years old are interested in maintaining good health and wellness and incorporating a quality, balanced diet and exercise into their daily routine. (Or someone who hopes to do so)
People who enjoy organic and whole foods.
People who are fashion and trend-conscious and attracted to well-designed products.
Middle & high-income consumers tend to purchase health-related products even if they are expensive.

Visual tone

Friendly, Casual, Happy.

Key Points

Vivid and pop colour palettes produce a sports-casual image and draw people’s attention.
People do various activities to motivate the audience to “give it a try.”
Messaging to the audience that adopting a good diet and exercise will make people more positive and increase their happiness.