Here at the Joester Loria Group, we are all going nutty over the latest Kellogg’s brand extension! For the first time in 27 years, peanut butter and Pop-Tarts are joining forces in the form of two new Pop Tart Flavors: peanut butter and frosted peanut butter.
To spread the peanut butter news and get the new delicious flavors into the hands of fans nationwide, the Pop-Tarts toasting team is hitting the road on a cross-country trip in a toaster-shaped truck to hand deliver the peanut buttery goodness. Fans can find information on the tour schedule and see what fellow peanut butter lovers think about the new flavors by checking out the interactive map at www.facebook.com/kelloggspoptarts. Fans can also use the hashtag #CrazyGoodPB on Twitter to join in the Pop-Tarts Gone Nutty excitement. The new flavors are now available nationwide.
Huffington Post recently wrote about the new nutty Pop Tart flavors.
Our client Kellogg is seeking to increase its breakfast market share by expanding into several new brand categories including breakfast sandwiches, bars, shakes, crackers and chips. Kellogg’s brands like Special K have already successfully expanded into many of these categories. Since adults are increasingly eating breakfast on the go, these new brand extensions will allow adults to enjoy Kellogg products in a way that is more convenient to their busy lifestyles.
Another measure Kellogg is taking to appeal to an educated, high-income adult audience is adding nutrients to some existing products. Raisin Bran with omega-3s, Kashi Heart to Heart Chia and a multigrain version of Special K will all be introduced in North America later this month.
Kellogg is taking an innovative approach to regain the interest of the adult market by extending its popular brands into new and relevant product extensions. The Joester Loria Group looks forward to sharing more exciting news about our client Kellogg soon.
The Joester Loria Group has brokered a deal between our client Kellogg’s and J2 Licensing to develop a co-branded apparel collection utilizing Kellogg’s popular characters including Tony the Tiger and Toucan Sam in combination with the marks of top national schools. J2 Licensing is a Michigan-based apparel company, with more than 20 years of experience, that specializes in licensed collegiate merchandise with rights to many major NCAA colleges and universities.
The Kellogg’s collection will debut this fall and will focus on young men, juniors, boys and girls’ T-shirts and fleece. Distribution of the apparel will be to college/university book stores, speciality stores and sporting good stores. We look forward to sharing more information on this licensing deal soon.
Just in time for Earth Day later this month, The Kellogg Company is adopting the new How2Recycle labeling system for the packaging of many of its major brands including Kashi. The new labeling program that communicates recycling guidelines across all material types and provides consumers with thorough directions in an effort to influence their behavior. The new system is an initiative of the The Sustainable Packaging Coalition (SPC), a project of sustainability nonprofit GreenBlue. Research has shown the new labeling system is an effective call to action for consumers. Additionally, research shows that consumers have positive impressions of companies that are instituting the new system. The SPC hopes to increase the quality and quantity of recycling through its new labeling system.
This latest move reinforces The Kellogg Company’s dedication to educating consumers about recycling and sustainability. We are proud to be the licensing agent for such an environmentally-conscious company.
Read more about the new How2Recycle labeling system.
Earlier this month, more than 60,000 people and 2,137 exhibitors from 43 countries attended The 2013 International Home + Housewares Show, which is one of the home industry’s biggest trade shows.
*Tabletops Unlimited showed their line of casual dinnerware, serveware, prepware, glassware, cookie jars and canisters featuring current and vintage Kellogg’s characters.
*Acme International showcased homewares from four Kellogg’s brands: Vintage, Special K, Rice Krispies and Keebler.
*Evriholder displayed its new line of Kellogg’s Rice Krispies Treats Shaperz along with its other Kellogg’s merchandise.
*Smart Planet showed its line of Pop Tarts and Keebler speciality kitchen appliances.
The Kellogg’s home licensing program was highlighted in a Home World Business cover story. In addition to positive press attention, buyers’ reactions to the Kellogg’s home merchandise were overwhelmingly positive as well.
Thousands of other home goods and housewares made their debut at the event. Some of the key trends seen at the show were:
*A colorful variety of home products including everything from appliances to cookware.
*Patterns on unexpected housewares like knives and appliances.
*Products that assist in the DIY craze like dog treat makers and smoothie makers.
*Econo-storage in the form of collapsible and stylish storage products.
*Lifestyle verbiage used as a design element on a variety of home merchandise.
The Joester Loria Group sends our deepest sympathy to all those affected by Hurricane Sandy. Several of our clients utilized social media during this natural disaster this past week to spread the word about safety and ways to help.
· The World Of Eric Carle posted tips for parents about teaching children about hurricanes.
· The Kellogg Company announced a $500,000 donation to Hurricane Sandy relief efforts to The Red Cross and Feeding America through both monetary and food donations.
·Discovery Communications offered a special website to track the storm.
·Animal Planet launched a new Facebook page with the goal of reuniting pets lost during Hurricane Sandy with their owners. The new Facebook page is called “Hurricane Sandy Lost and Found Pets” and it has over 19,000 supporters, a number that is rapidly growing.
·Pepsi pledged $500,000 to the American Red Cross’ disaster giving program and $250,000 to Feeding America’s disaster relief fund.
The Joester Loria Group is excited to announce that our client Kellogg’s is introducing new kitchen appliances and treat-making kits for several of its brands just in time for the holiday season.
The new, compact kitchen tabletop appliances include a Keebler Uncommonly Good Cake Pop Maker and Keebler Uncommonly Good Pie Maker from licensee Smart Planet. The Cake Pop Maker includes a recipe booklet containing eight Keebler cake pop recipes. It can make seven cake pops at a time and retails for $24.99 at Shopko, Burlington, HEB, and CVS. The Pie Maker makes four deep dish pies at a time and also includes a recipe booklet. Both appliances have non stick surfaces for easy clean-up. The Pie Maker also retails for $24.99 at Burlington, HEB, and CVS. Keep an eye out for the Pop-Tart Mini Pastry-on-a-Stick Maker coming soon!
Kellogg’s new seasonal Rice Krispies treat-making kits from Brand Castle are a fun family activity. The Halloween-themed kits are available now and the holiday-themed kits will follow in November. The Kellogg’s® Rice Krispies Treats® Pumpkin Kit and Haunted House Kit can be found at Walmart, Piggly Wiggly and Burlington. The kits contain Kellogg’s Rice Krispies cereal, marshmallows, decorating candies, icing pens and foil shaped pans.
Happy baking and treat making!
Kellogg’s says they’ve been making many of their products very simply with few ingredients for a hundred years, so their goal is to go back to basics and educate consumers with this campaign. The new commercials recently debuted on Hispanic television stations and will soon expand to the general market.
At The Joester Loria Group, we understand the importance of strong brand awareness. Clear brand values are essential ingredients of any successful brand licensing program. We look forward to extending the Kellogg’s brand across many exciting new categories and will be sharing new partner updates very soon!
Kellogg’s latest branding effort was also featured in Adweek.
Even though the Olympic games have come to an end, many of the Olympic medalists have lasting star power as potential brand ambassadors for a wide variety of brands. Our client Kellogg’s has already tapped the “Fierce Five” of the 2012 U.S. women’s gymnastics team to participate in their Kellogg’s Tour of Gymnastics Champions that will visit 40 cities across the country starting in September. The Fierce Five will appear on the company’s cereal boxes and star gymnast, Gabby Douglas, will even appear on own box this Fall as part of her endorsement deal.
A recent Brandchannel article highlighted USA Gymnastics’ attempt to trademark the phrase “Fierce Five” in an effort to build a brand for the team. If they are successful in securing this trademark, the organization could stand make a large profit on any merchandise bearing this phrase.
The Brandchannel piece also discussed how Olympic athletes from other countries fare in terms of endorsement deals. For example, while Canadians love the Olympics, it’s very unlikely that any Canadian athletes will snag lucrative endorsement deals. The article also noted that athletes from certain sports are more appealing to brands. For example, a gold medalist in gymnastics is much more appealing than an gold medalist in judo. All of these variables will determine which of the athletes will become a more viable brand in licensing.
The 2012 Summer Olympics kicked off on Friday night in London. Here at The Joester Loria Group, we were very excited to see one of our clients, Kellogg’s, get in on the action with their “From Great Starts Come Great Things” campaign, which features current and past Olympic athletes. It will be promoted across several different platforms including social media, digital media, television advertisements and promotion on cereal boxes.
Part of the campaign is a television commercial featuring superstar swimmer and Olympic medalist Rebecca Soni that premiered during the opening ceremony. The spot features Soni competing in a race and emphasizes that beginnings are just as important as endings. This marks the first time a Kellogg’s ad has aired during the opening ceremony of the Olympics.
Check out the new ad on Kellogg’s YouTube page.