Problem: Consumers have come to expect choice and their everyday experiences are documented and shared. The simple breakfast is no longer seen as a mindless munch and Kellogg's largest brand Nutri-Grain hadn't moved with the times.
Solution: With a primary target audience of teenage boys the brand need to reposition its self not just something to be consumed, but as an experience platform that teens wanted to engage with.
Playing off the distinctive shape of the Nutri-Grain bolt a new and more contemporary brand icon was created.
The brand engaged beyond the traditional box and started to become part of the teens world.
A series of content films aimed to inspire teens with the brands new phylosophy to help them to believe that everyone has the ability to be Unstoppable.
Results: The brand got a 18.8% turn around in baseline sales which turned around a decade long decline.
Nutri-Grain Unstoppable Case Film