Its Corn Flakes, Rice Bubbles and Coco Pops cereal brands will get a vintage make-over along with bar brand Nutri-Grain. The retro packs will be stocked in IGA retail stores across Australia for one month.
The consumer target is main grocery buyers who will remember the packs from their childhood, said Gareth Lucy, public relations manager for Asia Pacific at Kellogg.
“We hope to give consumers a sense of nostalgia and create a desire to buy these packs of Kellogg’s cereals,” Lucy told BakeryandSnacks.com.
“We know consumers love the nostalgic memories of their childhood around the breakfast table. These packs go back to that time and will hopefully bring back some great memories,” he said.
The four brands selected have been chosen as they are some of the longest running and most popular family brands, he said.
Corn Flakes was launched in 1924, Rice Bubbles in 1929, Coco Pops in 1959 and Nutri-Grain in 1973.
Retro packaging design
The vintage limited edition packs have been designed to look as they did in the past with original versions of characters and designs from the 80s and even earlier.
However, Lucy said there has been some rework done on the packaging to ensure they comply with modern day regulations. “For example, they will all include the Daily Intake Guidelines,” he said.
“The original designs were created in-house with small tweaks by our packaging partner in Australia – Loop design,” he said.
Spark excitement and evoke nostalgia
Patricia Kresojevic, shopper activation manager for Kellogg, said the vintage design campaign is a way of celebrating the brand’s heritage, exciting consumers and should evoke feeling of nostalgia.
“We hope the packs will help transport Aussie parents back to their childhood days,” she said.