KELLOGG'S Wake Up With The Simpsons

As Group Creative Director on the Kellogg's business, 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 mail-in premiums, sweepstakes, licensed products, in-store merchandising and promotional websites.

SITUATION

We tried several times to convince Kellogg’s to partner with The Simpsons. Its fanatic audience created a unique opportunity for collectibility across multiple product purchases. They were hesitant of it as a kids' property.

What finally sold it was positioning it within the Kellogg’s all-family portfolio versus just for kids and a unique opportunity to gain entry into the two hottest cere

CHALLENGE

Provide Kellogg’s with a merchandisable platform to gain entry into the two hottest breakfast cereal categories while also extending sales across its full all-family portfolio.

SOLUTION

Wake up the breakfast category with the fanatic popularity and collectibility of The Simpsons. But don’t just borrow equity. Seamlessly bring the two brands together as if they were made for each other. 

PROGRAM DETAILS

Products & Packaging

• Leveraged Homer’s love of donuts and Bart’s association with Butterfinger to gain high-impact entry into the two hottest cereal flavor categories at the time – cinnamon and peanut butter
• Used the breadth of the show’s characters and the fanatical appeal of the property to create collectibility and stimulate purchase across the all-family portfolio 

PROGRAM DETAILS

Merchandising & Promotion

In addition to The Simpsons characters across multiple products, the program included:

• A FREE watch offer
• A Simpsons Road Rage video game offer
• Fun on-pack activities
• Display header and shelf talkers to help wake up the cereal aisle

RESULTS

Cowabunga – the program was a huge success!

• Quick, high-impact entry into the two hottest cereal flavor categories 
• 70MM  incremental unit sales 
• 1600 displays
• The Simpsons partnership was repeated in subsequent years