The Kellogg Company own the most well known cereal brands in the world. Their legacy is based on the philosophy that people can improve their health by eating a balanced diet and participate in regular physical activity.
Midas created a new Kellogg's sub-brand 'Screamin' Fruit' to combat the unhealthy content of kids' school lunch boxes. This involved re-inventing Kellogg's Winders and creating a whole range of new product ideas based on the proposition.
'Interactive, action packed fruit snacks sensation for kids'
The challenge was to gain pester power whilst at the same time appealing to mums, communicating that Screamin' Fruit, with its high fruit content and no artificial ingredients, offered the goodness of a real fruit in a snack.
Our range of fruit characters are being splattered and blasted using the analogy of fairground fun! Each product needed to be interactive and the names, messages and characters have to demonstrate the proposition.
We launched three new products to market and then conceptualised a whole range of new ideas for consumer research and product testing.