Cereal giant Kellogg’s has stripped back its colourful cereal and snack boxes as part of a new partnership with Crayola this July, to encourage families to get creative.
At major retailers the iconic packaging on Corn Flakes, Coco Pops and more turns black and white this month, acting as a canvas for young artists.
Kellogg’s is inviting consumers to colour in the boxes to be in with a chance to win one of five Family Crayola gift packs every day. Entrants can also see their coloured creations spring to life through Augmented Reality.
Senior shopper activation manager Felicha Hogan said Kellogg’s is “particularly delighted” to be partnering with Crayola.
“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,” Hogan said.
“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.”
The promotion was brought to life by creative agency 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,” Kinetic Agency creative director Nate Martin said.
“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.”
The arty packaging is available now on the full LCM and K-Time snack ranges, Rice Bubbles, Coco Pops, Coco Pops Chex, Sultana Buds and Corn Flakes at Woolworths, Coles and Metcash until August 31.