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Brief Published: 28 Aug 2020

Kellogg’s Personalised Back-to-School Packaging


The UK branch of US food giant Kellogg’s is tapping the potent 2020 back-to-school opportunity by offering its customers the chance to create their own personalised cereal box sleeve to encourage their kids on the first day back.

To receive a box, shoppers need to collect codes from three of its promotional packs of Coco Pops, Corn Flakes, Rice Krispies, or W.K. Kellogg by Kids cereals and enter them on a dedicated webpage. There, they can upload a photo and a personalised message with their child’s name, age and favourite colour for the font.

As covered in Post-Covid Packaging for Amplified Categories & Causes and Human-Centric Packaging, this is a nice example of how brands can use packaging as a medium to connect with consumers on a more personal and meaningful level.

As examined in Back-to-School Brand Strategies, 2020, back-to-school spending is expected to reach new heights this year after months of home-schooling. Despite questions around if/when children will return to the physical classroom, parents in the US are set to top last year’s back-to-school spending by more than $20bn – reaching $102bn – representing a huge opportunity for brands to click in to.

For more examples of this kind of kid-centric thinking, read McDonald’s Lets Grandkids Send Happy Meals to Grandparents and Kellogg’s Autism-Sensitive Packaging for Kids.