Have you noticed how established brands are expanding? Take the serial cereal icon, Kellogg, for example. The company opened its first pop-up store in downtown New York last year.
Kellogg’s brand building is not set to end there. The cereal restaurant is so popular, the company recently announced plans to open a bigger and better store. It’s the American way!
But it’s not just money, investment and a global reputation that has enabled Kellogg’s cereal restaurant to be so successful. It is invention and a direct response to market demands. Kellogg has modernised breakfast.
For example, Rice Krispies are served with green tea powder, strawberries and ice-cream, Special K is served with pistachio, lemon zest and thyme and pop tarts come in a multitude of flavoured milkshakes.
Start the day with brand building
Kellogg’s brand building overhaul began in 2012 in response to a decline in cereal sales. With the intention to become a “Master Brand”, the company used the London Olympics to refocus the attention of consumers to promoting their wide range of breakfast cereals.
The company says the next stage of their branding strategy is to “become a worldwide sensation, and open up doors for fans to reimagine the cereal experience…”
Kellogg has not merely thrown money into advertising. Although the firm is well established and they are confident their brand is a trusted authority among consumers, their marketing strategy has still been cautious and inventive.
Events have been a major ploy. Hosting themed events not only raised awareness of the brand, but inspired customers to reinvent the tasty topping on their cereal in their own home. Events also enabled the company to determine customer reaction to new flavours.
Responding to customer response
The decline in cereal sales has been due to people wanting quicker convenient breakfasts that are healthier. The consensus among millennials in particular is that cereals do not have enough nutrition and are riddled with GMO products.
Kellogg’s response has been brilliant. The company has launched a range of cereal bars that contain more nutrition and can be eaten on the go. The company pointed out, people only spend about five minutes on their breakfast.
Furthermore, the marketers at Kellogg have put more focus on being transparent. Senior director of Consumer Engagement, Rick Wion believes that all brands have an obligation to build trust. “Transparency builds trust. Transparency impacts purchase intent.”