Kellogg's hit the spot with humor, innovation and imagination

 FMCG branding

Imagination + Invention = Brand Engagement that Snap, Crackle, Pops
Global breakfast cereal brand; Kellogg’s has delivered a brand gesture worthy of their standing in the world market. So often the giant market leaders are the most lazy brand builders, taking a conservative, predictable approach to engaging their market, but Kellogg’s have blown that out of the water with this one, brilliant brand idea. Working with UK designer, inventor and artist Dominic Wilcox, Kellogg’s and Wilcox have created a range of inventions and prototypes to make breakfast time the highlight of every day.

Working over ten weeks, Wilcox created seven inventions to capture the imagination and inspire the fun in children aged 3 to 100. The wacky breakfast inventions include:

The Breakfast Is Served Pillow
Instead of shouting up to the bedroom that breakfast is ready, simply press the button on the cockerel, which sends a wireless signal throughout the house activating various sounds to be heard from the pillow’s built in speaker. Sounds range from a cockerel call to ‘Wakey wakey, breakfast is ready!’ gradually the message gets firmer with each button press if there is no response.

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The Soggy-o-Meter
Everyone who eats cereal has their own particular sogginess preference. This device allows you to set a timer precisely to your preferred cereal sogginess. Simply select one of 5 cereals and turn the dial to select your required sogginess, from ‘not soggy’ right up to ‘soggylicious’. Finally, pour your milk and press the start button. When the arrow reaches your chosen sogginess, an alarm is sounded. Brilliant!!

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“Get Enough” Robot Spoon
A spoon that appears to wake up with every spoonful. Once you and your spoon are fully energised you can carry your spoon with you all day. Over the course of 4 hours the robot spoon gradually goes back to sleep, letting you know it’s time to boost your energy again.

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Snap, Crackle and Pop Amplifier
A cereal bowl that amplifies the sound of Rice Bubbles using a microphone and volume control.

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Tummy Rumbling Amplification Device
Announce your hunger to the world with this wearable grumbling tummy amplifier. A microphone listens to your belly and a speaker embedded in the horn projects the sound. A volume control is included in case the neighbors complain (or no-body pays any attention).

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Crane Head Cereal-Serving Device 
Instead of just pouring your cereal into your bowl you can now use this milk powered hydraulic crane device worn on your head. Push and pull the plungers to move the digger arms. Once your bowl is full then press down the white plunger to release the milk into the bowl.

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Robowl: Flying Personal Assistant
Use the watch to call your own flying assistant to bring you things such as an umbrella, hair dryer or breakfast cereal. (prototype concept)

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Wilcox, author of Variations On Normal, describes himself as a combination of designer, inventor and artist. Some of his previous projects include No Place Like Home GPS Shoes, Luxury Skimming Stones, and the Stained Glass Driverless Car. “Making stuff that will make children focus and concentrated, and entertained at the same time, AND eat the breakfast, was a challenge,” he said. “Particularly when school’s starting again, it can be quite stressful, managing the whole crazy scene.”

Dave Ansett
Creator of Brands
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Pics and invention descriptions thanks to Dominic Wilcox

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