Kix Cere­al
Reimagining an Iconic Cereal Brand by Championing Creativity in Kids

How do you boost sales and rekin­dle cul­tur­al rel­e­vance? Bet­ter get creative.

Intro­duced in 1937, Kix is one of the longest stand­ing cere­al brands in Amer­i­ca. From Pro­fes­sor Pons­by to Kid Test­ed Moth­er Approved,” the brand has tak­en on many incar­na­tions over the years. 

One thing has nev­er changed. KiX has always been a brand par­ents have turned for help in giv­ing their child a healthy foun­da­tion. But with a host of oth­er options for par­ents, KiX need­ed to reaf­firm its role in their lives.

Moth­ers approve of healthy eat­ing choic­es. They also dig cre­ative kids.

Throughout the years, KiX has cultivated one of the most diverse socioeconomic customer bases in the cereal aisle. But no matter one’s background, the one thing they all have in common is a desire to see their kids succeed. Research has shown that success today is less defined by demographic and more by a child’s attitude towards creativity.

The problem is that America is experiencing a widespread creativity crisis. So we redirected the Kix brand around the purpose of kickstarting kids’ futures and got to work.

Visual Brand Language

To help us be as col­lab­o­ra­tive as pos­si­ble, we sim­pli­fied the brand lan­guage by updat­ing key his­tor­i­cal ele­ments with a refreshed col­or palette, fun illus­tra­tions and new logo. Then we recruit­ed a wide range of part­ners to bring the new VBL to life, includ­ing aca­d­e­mics, media com­pa­nies, toy com­pa­nies, non-prof­its and blog­gers that shared a sim­i­lar goal of rais­ing cre­ative kids.

Kix Creativity Lab

We part­nered with col­lab­o­ra­tors to cre­ate Kix Cre­ativ­i­ty Lab, a first-of-its-kind event to kick­start kid’s cre­ativ­i­ty. Through this event, we were able to cre­ate over 120 pieces of con­tent and dis­trib­uted them through social chan­nels and a redesigned KiX​ce​re​al​.com. An inde­pen­dent analy­sis of our work found that this con­tent was 17x more engag­ing than our com­peti­tors and 21x more viral.

Packaging Refresh

Since an aver­age cere­al box receives over 60 qual­i­ty impres­sions dur­ing its life­cy­cle, we con­ser­v­a­tive­ly esti­mat­ed the brand has 120MM impres­sions a year. We want­ed to use that oppor­tu­ni­ty to spark cre­ativ­i­ty, not just talk about it. This result? Our redesigns turned the series of KiX box­es into a tool for cre­ativ­i­ty and built com­pan­ion dig­i­tal sto­ry­books to inspire kids’ imaginations.