Teenage boys didn’t want a hero, they wanted a mate to help them through their active day. For Kellogg’s, Nutri-Grain is an athletic icon. So part of our brief was to revolutionise the brand identity and reengage with the sporty and adventurous types; teenagers who are equally passionate about adventure as well as creativity.
For the launch of the new Nutri-Grain identity and packaging design we wanted to give the kids something back, literally. So we asked them ‘what fuels you?’. They answered in their hundreds sending us pictures of their very own ‘fuel on’ moment. The best pictures got featured onto the back of the new Nutri-Grain boxes giving teenagers ownership of the brand along with bragging rights.