Do you know who this is??
Do you recognise this product?
A bit more familiar???
A bit of History
1894
W.K. and his brother, Dr. John Harvey
Kellogg, accidentally discover the
process of creating flaked cereal while
experimenting with shredded wheat
cereal.
1907
A cereal carton displays the first use of
the Kellogg's logo circa May or June
1907. W.K. and Shaw decided to drop
the "Sanitas" name because it reminded
them of a disinfectant. Instead, a
stylized version of W.K.'s last name was
placed on the top of its cereal packages.
It is unknown when the "Kellogg's" name
was first used—the company's legal
documents and trademark registrations
said it occurred “about May 1, 1907."
1906
W.K. persuades John Harvey to
start a commercial cereal business
initially called the Battle Creek
Toasted Corn Flake Company.
Product Development
What makes a brand successful????
What makes a brand recognisable???
How can a brand stand the test of time
and move with developments both in
society and the industrial world??
• On the sugar paper write down
some ideas of ‘iconic’ brands and
how they have imprinted
themselves on our memory and
therefore our lives, fridges,
cupboards and everyday eating
habits.
A short history of Kelloggs
Look at the following slides and think
about how the products have evolved
from the very basic ‘corn flake’.
What techniques have they used to keep
their customers interested and buying
their products?
Classy Advertising!!
Their second product launch!
Targeting a specific group - kids
Do you recognise these little fellas???
Tony the Tiger - Clever Advertising!!
A very recognisable Rooster
Branching out – moving away from traditional
breakfast cereals
Trying to sneak into the ‘protein rich’ healthy
products market
An even stranger product – but does it increase
their potential market share??
Super foods? – jumping on the trendy band
wagon with this new craze!
Same product – different flavour
Kellogg's go Gluten Free
So, over the years Kellogg's have
moved with the times and developed a
number of different products to help
them succeed as a company.
From the initial cereal that they
developed back in 1894 they now have
a clear product range, not only linked
to ‘corn flakes’ but also other
’breakfast related’ products!
Holiday work!!
• Your task over the holiday is to choose an
iconic food or drink product and track it’s
development over the years.
• How has it coped with rises and lulls in
popularity? How has it developed over the
years?
• Are there any ‘spin off’ products eg. Mars
bar ice cream bars
• Can you suggest/design any further
developments that you think will enhance the
range?
A quick pictorial example – although I will want some
written comments with your work!!
1907
1956
1933
1980
1938
1987
1947
1990
1950
2000
1952
1953
2004
The development of the humble corn flake
1907-present day.
2006
And even more up to date
2007
2010
Today!!!