Package Design - June 2012 - 7

Courting the Contemporary
A brand-asset overhaul keeps Kellogg’s in tune with modern consumers.
Kellogg Company (Battle Creek, MI) calls the changes to its logo, tagline and website the most significant refresh in its history. The updates to the 106-year-old Kellogg’s brand are designed to better communicate its purpose and values to today’s consumers and will be visible across the Kellogg’s brand portfolio, including packaging, advertising, marketing collateral, social media and more. The retooling involved rolling out a contemporized version of the Kellogg’s script logo and the new “Let’s Make Today Great” tagline. “While our master brand has tremendous resonance with consumers, we knew we had an opportunity to further invest in the Kellogg’s brand to strengthen our business and grow with our consumers,” says Kim Miller, senior vice president of global brands at Kellogg. “By refreshing our brand in ways consumers will continue to relate to, we can build on current relationships and establish strong new ones for the future.”

The King of Pop Cans
Pepsi’s partnership with Michael Jackson’s estate creates specialedition containers.
Pepsi’s (Purchase, N.Y.) recently released commemorative drink can is designed to be a thriller for Michael Jackson fans worldwide. The company entered into a global partnership with the Estate of Michael Jackson in May that involves the production of 1 billion cans that celebrate the 25th anniversary of the release of Jackson’s album Bad. The cans feature silhouette imagery of Jackson and other brand elements. The U.S. and China are among the first markets to debut the commemorative drink packaging with 16-oz. and 330-ml cans, respectively. The releases are part of Pepsi’s Live for Now, a retail campaign featuring music, live events and special-edition merchandise. “This partnership goes beyond nostalgia and will engage with consumers all around the world ... so that they can continue to connect with Jackson’s music and honor his legendary impact on entertainment,” says Frank Cooper, PepsiCo’s chief marketing officer, global consumer engagement.
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FAST FACT

$57 billion

Estimated value of the PET packaging market in 2017. During the next five years, the market for PET packaging will increase to more than 19 million tons, according to a new market study from print, packaging and paper supply-chain consultancy Smithers Pira. Key markets will be in Asia Pacific, South and Central America, Central and Eastern Europe, Africa and the Middle East. The future popularity of recycled PET remains unclear, according to the study, and base cost will be key to its success. Also, recycling facilities in many regions are under-developed and aren’t yet capable of processing increased recyclables.

Package Design - June 2012

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