FDBusiness.com

Kellogg Company is refreshing its 106-year-old Kellogg’s brand in the most significant update of its marquee identity in the company’s history. The update is showcased on Kellogg’s completely redesigned website – www.kelloggs.com – launching in the US 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:

* A new tagline – “Let’s Make Today Great” – that 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, a campaign to help the 1 in 5 US children who live in homes where breakfast is hard to come by. 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.

* A contemporized version of the classic Kellogg’s script logo.

“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,” points out Mark Baynes, Kellogg Company’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.”

Early research confirmed that the Kellogg’s brand was clearly one that resonates with consumers around the world. In fact, in the company’s six core markets – the US, Canada, Mexico, UK, 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 number 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,” says 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 touch points support these relationships.