The Kellogg’s Company is one of those companies everyone owns a bit of in their kitchen cabinet. When it announced a major branding overhaul in 2012 following a few years of poor performance, we wondered if their first step would be to consolidate their 100+ varieties of ready-to-eat cereal brands. While a large product portfolio could mean broader reach and more options to consumers, it also means heavier advertising costs and less focus overall.
Competing on the shelf is tough. And for parity products like breakfast cereal that go after similar segments, it’s even tougher. That’s why packaging design is really the last and the most critical influencer on the buying decision continuum. Miss that opportunity to showcase your unique value or benefit – be it ingredients, flavor or price – and your consumers will likely reach for a more relevant option. Even your mascot’s engaging stare might not be enough to persuade them.