KELLOGG'S Monsters In The Box

This is the third of three Kellogg's promotional programs in my portfolio that were created while I was Group Creative Director on the Kellogg's business.

For each, I created all promotional ideas, led the presentation of them, and directed their creative execution. I managed a staff of 25 designers and writers. 

Kellogg's promotional events were typically tied to properties and included in-pack and

SITUATION

Kellogg’s was looking for new ways to scare up sales in the cereal aisle and had just inked a deal with Disney/Pixar.

I visited Pixar Studios to learn about a new movie they were working on – Monsters Inc. 

The back story is that the monster world used screams to power their world and it was getting harder to scare kids. Monsters Inc. specialized in monsters in the closet but they needed to

CHALLENGE

Create shelf impact and product take-away during traditionally weak Q4. Leverage a new studio partnership by seamlessly integrating two brands together vs. borrowing equity.

SOLUTION

I presented the concept by staging a press conference to announce a partnership of Kellogg’s Inc. and Monsters Inc. to bring kids the latest, greatest hiding place for monsters.

I pushed up a lever on the back o

PROGRAM DETAILS

Monsters In The Box

We empowered kids to:

• Find monsters in the box (Monsters Inc. premiums)
• Play with monsters on the box (Monsters Inc. activities on box backs)
• Order more monsters from the box (Monsters Inc. premium offers) 
• And, if they opened a box and it screamed, they won a monster room! (motion activated sound chip signaled a winner of Monsters Inc. stuff for your room)

PROGRAM DETAILS

Monsters in Convenience Brand Boxes too!

Kellogg's Convenience Brands also participated with collectible trading cards, on-pack activities and the screaming box sweepstakes. 

PROGRAM DETAILS

Merchandising / POS

We based our designs on the Monsters Inc. style guide to create aisle-dominating POS.