This was my submission for the UK Cannes Young Lions 2024 entry.
Unfortunately, my creative partner (Laura Robinson) and I were not selected to represent the UK with this submission but we are still very proud of this piece of work. You can see the winners here.
Objective:
To evolve the ‘Kellogg’s Kombos’ platform and proposition to further drive brand repertoire and to consequently drive brand penetration and volume across our top six Kellogg’s cereal brands.
Insight:
We understood that our audience was diverse, each with their own reasons for mixing Kellogg brands. Some do it for the flavour, others might be navigating the demands of the professional world while clinging to a bit of childhood comfort, and some are simply trying to please their children.
SOME DAYS JUST CALL FOR A KOMBO.
Idea:
In this concept, we dial into the real, emotional reasons why a person might reach for a KOMBO. We used the circular shape of a bowl to mimic a pie chart, with ratios of different cereals corresponding to a key which explains why an individual has chosen to combine flavours. The ratio of one flavour to another varies from scenario to scenario, according to the person’s motivation for mixing.
The copy is witty, real and relatable, telling familiar truths with personality and sitting squarely within the Kellogg’s tone of voice. The art direction is heavily focused on storytelling, with small details – like spoons and splashes of milk – providing further clues about the person behind the bowl. And crucially, the Kellogg’s KOMBO products are front and centre throughout.
