Package Design - January/February 2014 - 18

MODERN,
VINTAGE,
Retro packaging provides a fun peek at cereal characters' past.
By Dianna Borsi O'Brien

C

reating vintage-inspired designs
that stood out and provided a
bridge between moms and kids
was easy-all the package design
team had to do was look to Toucan Sam,
Tony the Tiger and Snap, Crackle and
Pop.
Kellogg's and Anthem wanted a special design for a promotion for Target.
Inspiration for the project stemmed
from the 50th birthday of Toucan Sam
of Froot Loops. It grew to include other
Kellogg's characters, Tony the Tiger of
Frosted Flakes, and the adorable trio
Snap, Crackle and Pop, who tout Rice
Krispies and Cocoa Rice Krispies.
Going with a vintage look was natural given the trend of nostalgia packaging, with consumers longing for the
warmth and simplicity of the past,
explains Rachel Johnson, director,
account and strategy of the Anthem,

18

January/February 2014

Kellogg's creative agency. It also made
sense for an exclusive promotion for
Target, known as a design-savvy retailer
with a perchance for retro styling.
Yet, the design team wanted to avoid
a literal throw-back design, says Johnson, which can lead consumers to think
old packaging means old product. No
one wants 50-year-old cereal. That's
why the packaging harkens more to hipster than retro. "It's taking something
old and making it new," says Johnson.
The push also came from the shopper marketing insight, notes Rick Simington, Kellogg's director of team sales
for Target. "Moms really have fond
breakfast memories from when they
were young and they want to share
those experiences with their kids."
That insight lead to a complete takeover design with amazing, flashy back
panels filled with nostalgia-inducing

activities and facts for parents to share
with their children. The limited-time
campaign, with its offer for other vintage items such as T-shirts, has come
and gone, but it remains a great study in
leveraging the emotive qualities of vintage packaging with a fresh direction.

Counting on characters
The design centered on the brand's
strong heritage characters and taglines.
"We wanted to leverage those slogans
and characters," says Johnson. "No matter how old you are, those slogans, 'Follow your nose,' for Froot Loops, 'Snap,
Crackle and Pop,' and 'They're great,'
resonate with you."
The redesign team began by diving
into Kellogg's treasure trove of images of
the characters from throughout the
decades. They literally lined up the
images and choose some from each



Package Design - January/February 2014

Table of Contents for the Digital Edition of Package Design - January/February 2014

Package Design - January/February 2014
Contents
Editor's Letter
Front Panel
Snapshots
Modern, Vintage, Hip
Design Tech Products: Metallized Packaging
Striking Gold
Product Focus: Transparent Packaging
Fiery Debut
Tear Down the Fences
Index of Advertisers
Field Notes
Package Design - January/February 2014 - Intro
Package Design - January/February 2014 - BB1
Package Design - January/February 2014 - BB2
Package Design - January/February 2014 - Package Design - January/February 2014
Package Design - January/February 2014 - Cover2
Package Design - January/February 2014 - 1
Package Design - January/February 2014 - Contents
Package Design - January/February 2014 - 3
Package Design - January/February 2014 - Editor's Letter
Package Design - January/February 2014 - 5
Package Design - January/February 2014 - Front Panel
Package Design - January/February 2014 - 7
Package Design - January/February 2014 - 8
Package Design - January/February 2014 - 9
Package Design - January/February 2014 - 10
Package Design - January/February 2014 - I1
Package Design - January/February 2014 - I2
Package Design - January/February 2014 - 11
Package Design - January/February 2014 - Snapshots
Package Design - January/February 2014 - 13
Package Design - January/February 2014 - 14
Package Design - January/February 2014 - 15
Package Design - January/February 2014 - 16
Package Design - January/February 2014 - 17
Package Design - January/February 2014 - Design Tech Products: Metallized Packaging
Package Design - January/February 2014 - 19
Package Design - January/February 2014 - 20
Package Design - January/February 2014 - 21
Package Design - January/February 2014 - Striking Gold
Package Design - January/February 2014 - 23
Package Design - January/February 2014 - 24
Package Design - January/February 2014 - Product Focus: Transparent Packaging
Package Design - January/February 2014 - 26
Package Design - January/February 2014 - 27
Package Design - January/February 2014 - Fiery Debut
Package Design - January/February 2014 - 29
Package Design - January/February 2014 - 30
Package Design - January/February 2014 - 31
Package Design - January/February 2014 - 32
Package Design - January/February 2014 - 33
Package Design - January/February 2014 - Tear Down the Fences
Package Design - January/February 2014 - Index of Advertisers
Package Design - January/February 2014 - Field Notes
Package Design - January/February 2014 - Cover3
Package Design - January/February 2014 - Cover4
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