BATTLE CREEK, Mich. — Kellogg's is updating its 106-year-old brand.
"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," Kellogg's chief marketing officer Mark Baynes said. "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 enhancements — which will be rolled out globally — that will be visible across the Kellogg's portfolio and throughout its websites, packaging, advertising and other marketing materials, include:
A new tagline,"Let's Make Today Great," which reflects the reasons consumers worldwide choose Kellogg's brands for the best start to their days;
Distinctly bright visual graphics and images that reflect company and consumer values of optimism and a bright outlook today, while positioning the Kellogg's brand for continued success;
A more conversational tone that supports the relationships consumers desire to have with brands today, particularly in the social and digital worlds;
A broad and unified approach to promote the power of breakfast through master brand-level programs, such as the Kellogg's "Share Your Breakfast" program. For every person who posts a photo of or message about their breakfast on Facebook.com/Kelloggs, the company will make a donation to Action for Healthy Kids to support the expansion of school breakfast programs; and
A contemporized version of the classic Kellogg's script logo.
"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."