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Kellogg’s refreshes brand with logo, tagline and website changes

BY Allison Cerra

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."

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Amstel Light invites consumers to ‘savor complexity’

BY Allison Cerra

WHITE PLAINS, N.Y. — Amstel Light has launched its latest advertising campaign that encourages consumers to consider and appreciate the intricacies of their everyday lives.

The "Savor Complexity" campaign highlights the complexities of simple items, such as the burger, pigeon, dart board, umbrella and ping pong, through print, radio, out-of-home, digital and social media activations. The integrated campaign was created by Droga5 New York.

"Complexity is not a dirty word. Our new campaign will help position Amstel Light in a different light by celebrating the natural and unique complexities of our brand and target consumer," Amstel Light brand director Belen Pamukoff said. "We recognize that Amstel Light drinkers appreciate the layers and dimensions in their lives, and aren’t willing to sacrifice taste, and this campaign showcases the overall versatility of our product and its relevance to their lives."

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Hain Celestial to expand HQ

BY Allison Cerra

MELVILLE, N.Y. — A natural and organic products company is set to expand its international corporate headquarters.

Hain Celestial, known for such brands as Celestial Seasonings, Earth’s Best, Almond Dream and Alba Botanica, said it has committed to investing $10 million as part of its office relocation and expansion of its operations. The company has leased new office space in Lake Success, N.Y., where it plans to relocate its existing 250 Long Island-based employees and create more than 100 new jobs over the next 10 years. As part of the relocation, Hain Celestial will lease and make capital improvements to an 86,000 sq.-ft. facility. What’s more, the expansion of the Hain Celestial’s operations include building a research and development center to facilitate product innovation for many of its brands.

"As a proud resident New Yorker, I am pleased to be increasing our commitment to the region with the expansion of our international corporate headquarters complete with state-of-the art sustainable features," Hain Celestial founder, president and CEO Irwin Simon said. "The design and layout of our new facility will provide us with a nurturing environment to foster the next level of growth for the Company. Our new in-house research and development capability will create products that will be sold all over the world. Additionally, our commitment to innovative natural and organic products that consumers are increasingly seeking out should benefit our employees, customers, consumers and shareholders, as well as providing New York State and Nassau County with a stable employer and employee base committed to a greater good as we all recognize the benefit of maintaining ‘A Healthy Way of Life.’"

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