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New packaging combines traditional with digital

Getting children to sit down and eat can be a challenge at the best of times, let alone in the morning when factors such as being late for school are added in.

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Kellogg’s provides a range of cereals including Corn Flakes, Frosted Flakes, Apple Jacks and Cocoa Krispies. Photo: Mike Mozart (Flickr)

Kellogg’s has partnered with Crayola to come up with a solution to make eating breakfast an interactive and engaging experience, by pairing traditional with digital.

Having only been rolled out in Australia so far, the new black and white packaging is a change from the usual colourful cartoon-like design, and provides children with a background to colour in.

In addition, families will be able to bring their children’s designs to life through ‘browser-based’ augmented reality (AR), thanks to Sydney-based creative agency, Kinetic.

...we are proud to be delivering one of the first instances of in-browser augmented reality for a fast-moving consumer goods (FMCG) brand

Speaking to Campaign Brief, Nate Martin, creative director of Kinetic, comments: “Redesigning the packs of such an iconic brand was a real privilege and the trust Kellogg’s gave to 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 a fast-moving consumer goods (FMCG) brand.”

To celebrate the campaign, Crayola family giftpacks are being given away each day as part of the ‘Colour & Win’ competition. Consumers simply need to colour in the back of the box and upload a picture to a special webpage designed to bring the image to life via AR to be in with a chance of winning.

If you have any news, please email carys@linkpublishing.co.uk or join in with the conversation on Twitter and LinkedIn.


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