BATTLE CREEK, Mich. -- The Kellogg Co. is refreshing its iconic, 106-year-old Kellogg's brand in the most significant update of its marquee identity in company history. The update is showcased on Kellogg's completely redesigned website, www.kelloggs.com, launching in the United States and Canada and soon to be rolled out globally.
The many enhancements soon to be visible across the Kellogg's portfolio and throughout its websites, packaging, advertising and other marketing materials include:
"Ensuring that an iconic and hugely successful 106-year-old consumer brand is as relevant today as when it was first launched is no easy feat," said Mark Baynes, Kellogg's chief marketing officer. "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."
Research confirmed that the Kellogg's brand resonates with consumers around the world. In the company's six core markets--the United States, Canada, Mexico, U.K., France and Australia--the brand enjoys what brand consultancy Millward Brown identifies as "Olympic" status. This distinction is regularly borne out by the brand's performance on brand consultancy Interbrand's annual "Best Global Brands" report where Kellogg's ranked No. 34 and was the highest consumer packaged goods food brand on the list in 2011.
"While our master brand has tremendous resonance with consumers, we knew we had an opportunity to further invest in the Kellogg's brand to strengthen our business and grow with our consumers," said Kim Miller, senior vice president of global brands at Kellogg. "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."
Recognizing that today's consumers want to be more engaged with brands they care about, Kellogg has also made a strategic shift to more digital and social marketing, working to ensure that all consumer touchpoints support these relationships.
Some recent examples of this work include:
"We are excited about the vibrant refresh for our iconic Kellogg's brand and our evolving marketing approach," Baynes said. "The Kellogg's brand has been meaningful to consumers for more than a century. Today, we're driving consumer engagement in ways Mr. Kellogg might never have imagined as we continue his legacy of building brands that matter."
Battle Creek, Mich.-based Kellogg Co. is a leading producer of cereal, snacks and frozen foods. With 2011 sales of more than $13 billion, its brands include Cheez-It, Coco Pops, Corn Flakes, Eggo, Frosted Flakes, Kashi, Keebler, Kellogg's, Mini-Wheats, Pop-Tarts, Rice Krispies, Special K and more.