Kellogg’s has revealed a “bold” new visual identity for its cereals, including a reimagining of its historic cockerel mascot.
Developed in partnership with Leo Burnett, a 3D Cornelius the Cockerel will feature across more of its cereal brands. This will be supported by a £12m investment in the UK alone, across television, digital, social media, OOH, retail and in-store.
The See You In The Morning campaign launched this week in the UK and aims to reach 150m people next year, as it rolls out internationally, with media planning and managed by Carat.
“‘See You in the Morning’ is our new platform for an iconic brand. We wanted to celebrate Kellogg’s legacy by bringing back Cornelius, the mascot, with all his original swagger, while giving him a fresh energy to connect with a new generation,” said Mark Elwood, CCO, Leo Burnett.
“Mornings feel different for everyone, but starting your day with a bowl of the original classic is always a great choice.”
The 3D Cornelius has been developed with cutting-edge animation from Framestore, the multi–Academy Award-winning studio behind major global hits like Paddington and Harry Potter.
The ad is set to hip hop track, Jurassic 5’s Jayou – the first time the music has ever been used in an advertising spot.
The campaign was shaped by the brand’s largest ethnographic study across Europe, including the UK, conducted by Leo Burnett and Kindling.
The research found that everyone needs “you do you” time when they wake up and if they don’t get that, they start their day compromised.
As a result, Kellogg’s will be releasing a series of “You Do You” social media films from January, with Cornelius appearing in various morning scenarios.
“Breakfast is deeply personal, and with See You in the Morning, we’re celebrating the unique ways everyone approaches mornings. This campaign brings Kellogg’s iconic status to life in bold and modern ways, ensuring we remain a trusted and loved part of the breakfast table,” added Jenn Carkner, VP, Kellogg’s Cereal.
See You in the Morning will start to see its portfolio of cereals, including Cornflakes, Coco Pops, and Rice Krispies, advertised under the Masterbrand and newly-created visual identity.
