There’s nothing more satisfying to me than to see two successful brands come together to form a partnership that benefits both equally. These perfect fits always result in innovative co-branded products that resonate with consumers and inspire purchase. Sometimes, however, they result in something so visually breakthrough at retail that it can’t be ignored.
A perfect example of a perfect fit: the partnership between Kellogg’s and Crayola. Kellogg’s has drained the color from its cereal packaging for the Colour & Win promotion with Crayola this summer in the Australian market. The work of Australian creative agency, Kinetic, brilliantly brought both the packaging and the promotion to life, combining two of our favorite childhood pastimes – coloring and eating breakfast cereal.
The packaging for some of Kellogg’s most popular cereal varieties were redesigned to look like pages from a coloring book. Each variety’s package design architecture remained in-tact, while the art itself had been treated as black linework on a white background. Only splashes of color remained the product photography, the Kellogg’s and Crayola logos, and a large simulated tear through the center of the pack revealing a boldly-colored crayon scribble.
To enter, kids colored the artwork on the back of the package and uploaded the picture to a web page that brought the image to life through Augmented Reality (AR) technology. Once entered, kids had a chance to win one of 5 Crayola family prize packs given away each day until August 31, 2019.
Both the partnership and promotional packaging concept get me excited for multiple reasons :
Firstly, it takes the fun activities kids enjoy on the back of cereal packaging to the next level. Kids were not only interacting with the packaging, but actually creating artwork with it – and, this is where the perfect fit comes into play – by coloring with (hopefully Crayola) crayons!
Secondly, who doesn’t like a great interactive AR experience? You get to see your artwork animated in 3D in the colors you chose to use!
Lastly, think about how great the packaging must have looked on shelf among the colorful chaos of the cereal aisle! A stark visual stand-out in black and white, without losing any brand recognition!
What are your thoughts on the partnership between the iconic Kellogg’s and Crayola brands? Do you feel its as perfect a fit as I do? How do you feel about the black & white packaging? Is it breakthrough or too risky? If you would have executed this differently, what would you have done instead?