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19Oct
- Kelloggs, Flaking Out Over Logo Design
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When does a company take its branding a step too far? The American cereal company’s British division of Kelloggs, announced the development of laser technology that will burn its logo, or any other image, onto individual flakes of their cereal. The new technology uses a focused beam of light, where the light’s density is enough to burn an image on the surface of the flake. According to Kellogg’s representatives, the company wants consumers to be “under absolutely no illusion that Kellogg’s does not make cereal for anyone else”.
Kellogg’s will begin testing the new laser technology first with corn flakes, and if the effort is successful, it will be extended to their other cereal types, which include Special K, bran flakes and so many more. Kellogg’s reports that 128 billion bowls of its corn flakes are eaten worldwide each year. That is a lot of cereal and it seems the company wants to reinforce that those consuming the cereal, know where it came from. With a cereal that is so iconic, I would think that there would be no doubt in anyone’s mind of what brand name owns the famous breakfast food.
The main reason for this extreme form of branding is because there’s been a high number of similarly-packaged Corn flakes knockoffs lately. I’m sure it’s tough to keep competition away when you have a cereal that has been so popular for so long, but is this really the right way to go about it? I don’t think I would want to eat cereal with tiny writing on it.
-Nora Reed
Tags: branding, cereal logos, kelloggs, Logo, Logo Design
- 4 users responded in " Kelloggs, Flaking Out Over Logo Design "
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October 20th, 2009 at 6:35 am
That’s one of the most bizarre branding decisions I’ve ever heard of. Like we don’t know the cereal we are eating just came out of a Kellogg’s box?
October 21st, 2009 at 3:22 am
Hi everyone, I’m new around here. Great blog!
This laser printing thing is a blatant stunt. One that could only be pulled by a company struggling really hard to convince customers that its product has some added value over similar cereals that are 30% cheaper… So yes, horrendous and outrageous. But still I can’t see the general customer finding it annoying. Lavish maybe, but harmless after all…
October 26th, 2009 at 5:20 am
I don’t know whether this will actually increase their sales - by the time you’ve poured the cereal into a bowl you’ve already made the decision which brand to buy. Surely it’s the outer packaging and general brand image that influences which cereal you purchase…
October 30th, 2009 at 6:45 am
This is outrageous. This is out-of-the-box (or in-of-the-box?) branding at its finest.