The food brand is aiming to drive engagement with its cereal by giving the coloring box of yesteryear a 2019 upgrade

Remember the interactive cereal box activities like coloring and puzzles you did as a kid? Kellogg's is still bringing the fun, but stepping it up a level with coloring and AR. In Australia, as a part of its “Colour & Win” promotion, Kellogg's is partnering with creative agency Kinetic to bring those childhood staples of coloring and cereal to greater [augmented] reality.

To enter to win, customers color in the black and white boxes and upload a picture to a web page which then brings the images to life through augmented reality (AR). The creative director of Kinetic noted in a statement that this is one of the first times that in-browser AR has been implemented for an FMCG company, and all parties are eager to see the consumer response and engagement levels.

While much CPG packaging innovation has been focused on greater sustainability, this unique activation marks a different kind of development, more focused on offering an interactive digital product experience. The new boxes are now available in Australia where Kellogg's brands are sold, ready to bring breakfast cereal artwork to new dimensions.

Kellogg's


Lead image: Kellogg's

Remember the interactive cereal box activities like coloring and puzzles you did as a kid? Kellogg's is still bringing the fun, but stepping it up a level with coloring and AR. In Australia, as a part of its “Colour & Win” promotion, Kellogg's is partnering with creative agency Kinetic to bring those childhood staples of coloring and cereal to greater [augmented] reality.

To enter to win, customers color in the black and white boxes and upload a picture to a web page which then brings the images to life through augmented reality (AR). The creative director of Kinetic noted in a statement that this is one of the first times that in-browser AR has been implemented for an FMCG company, and all parties are eager to see the consumer response and engagement levels.