The New Sound of Cereal
Kellogg’s Chocolate Frosted Flakes, 2018
When it comes to products teens care about, cereal is pretty low on this list. To launch New Chocolate Frosted Flakes, we couldn’t buy their attention, we had to earn it. We knew that music is the media teens consume and enjoy the most. So to make Kellogg’s new cereal something they would want to tune into, we made the bold move to create the first ever edible, playable record made out of cereal to release a band’s next single.
With 1.4M social engagement including dozens of spontaneous YouTube reaction videos, 1.3B impressions including teen favorites Just Jared Jr, Tiger Beat and iHeartRadio, our strategic approach positioned Chocolate Frosted Flakes cereal as a top innovation in the cereal category, crediting this integrated earned media program as the single biggest driver to strengthen the Frosted Flakes brand year over year, all with no media spend.