Kellogg's rolls out new global branding with Interbrand
Kellogg’s is launching new global branding, created by Interbrand in collaboration with the Kellogg’s marketing team.
The new logo and website has launched in the US and Canada, and is set to roll out to the UK and the rest of the world ‘soon’, according to Kellogg’s.
Kellogg’s says this is the ‘the most significant update of its marquee identity’ in the company’s 106-year history. The new branding will be shown on the brand’s website, all packaging, advertising and other marketing materials.
The visual identity has been refreshed with ‘distinctly bright visual graphics and images that reflect company and consumer values of optimism and a bright outlook today’, says Kellogg’s.
A new strapline, ‘Let’s Make Today Great’ has been introduced; and the positioning aims to convey ‘a more conversational tone that supports the relationships consumers desire to have with brands today, particularly in the social and digital worlds’, according to the brand.
Mark Baynes, Kellogg Company’s chief marketing officer, says, ‘Refreshing the Kellogg’s brand, which has been trusted by generations of consumers, required careful research and thinking, and these changes help us better convey our brand’s purpose and values to today’s consumers.’
The new website, which was created in collaboration with VML, has been updated to allow the site to be better viewed using mobile and tablet devices, with new options added for searching, printing, emailing and socially sharing content.
Kim Miller, senior vice president of global brands at Kellogg, adds, ‘While our master-brand has tremendous resonance with consumers, we knew we had an opportunity to further invest in the Kellogg’sbrand to strengthen our business and grow with our consumers.
‘By refreshing our brand in ways consumers will continue to relate to, we can build on current relationships and establish strong new ones for the future.’