The food giant plans to burn the Kellogg's signature on to individual flakes using a laser and will then insert a proportion of these branded flakes into each box.
If the system proves successful, it could be used on Kellogg's other cereal products, including Frosties, Special K and Crunchy Nut.
Helen Lyons, lead food technologist at the company, said: ''In recent years there has been an increase in the number of own brands trying to capitalise on the popularity of Kellogg's Corn Flakes.
''We want shoppers to be under absolutely no illusion that Kellogg's does not make cereal for anyone else.
''We're constantly looking at new ways to reaffirm this and giving our golden flakes of corn an official stamp of approval could be the answer."
Separately hair-appliance brand GHD has launched an anti-counterfeit ad campaign this week across print, online and social media channels.
The campaign shows that consumers can easily be led into buying fakes, which are practically impossible to spot just by looking.
GHD is encouraging consumers to search for approved stockists via the official website www.ghdhair.com/fake.
Comments
Now we know the world has gone insane.
Will all their wheat fields start bearing crop circles with a swiggly K in the middle to warn-off the little green men?
Nothing added but lasers.... and heaps of sugar and salt. This is just barmy paranoid nonsense.
My brain is spinning just thinking about that. Where will it end? Lasering 100's and 1000's? Build a genetic marker into their wheat? For feck's sake.
dano - 14/10/2009
Its a genius idea and should be commended. No one said anything when they put little white letters on M & M's and Skittles.
Sainsbury's own cornflakes just are'nt the same, not event the Taste The Difference range.
Well done Dave Kelloggs
Cocks! That's definitely the sort of logo led brand experience that people want shoving down their throat first thing in the morning... This is a sign that we are nearing the end of the world... BTW Waitrose essential corn flakes are just as good and considerably cheaper.
it is obviously untrue. i mean: it's obvious. it's a stunt from the marketing department. shouldn't BR of all places call them out and comment on it?
@Jonathon. We checked and double-checked and we were assured they were starting to trial it. Admittedly, it seems a bit out there, to say the least, and we will be happy to hold up our hands if it turns out we've been had, but at the moment we can only go on the reassurances we've had from Kellogg's. In the meantime I, for one, will just enjoy the madness of the story.
This is surely an example of #GoodPR by Kellogg.
Loads of media coverage, cut-through and creating desire to try it to see what they look/taste like.
This is what the new marketing comms order will look like - big bold ideas that get you noticed. Gorilla, Meerkat, Pasta Hut. As Alex Bogusky says, these days you need a story as much as an ad.
Just wondering which agencies - if any - helped K. come up with the idea. Could BR find out and if it was a PR agency give them as much credits as you would an ad, media, digital or design agency.
Bogusky also mentions that conversation means it's in the right place. Thusly, it will work one of two ways; as a PR campaign, it should be admired. And the agency should well be lauded \(although there's a good possability the agency is a creative anyway, who designed the concept originally as a serious campaign). But if it's a question of branding and use of technology, it's awful. Either way it's filling space.
There's a tight discussion of Kellogg's vs supermarket own brand cereals in the new 'Guilt Trip' book \(http://www.amazon.co.uk/Guilt-Trip-Fear-Green-Bandwagon/dp/047074622X/ref=pd_rhf_p_t_1 ) ... It basically comes back to the fact which, deep down, we all know: the only difference between branded and own brand cereals is only in "the stuff the milk doesn't touch".
For the doubters - Kellogg's has now released a press release about the laser branding
http://tinyurl.com/ylmflcc
It can only be a PR stunt. Kellogg's are not stupid enough to risk people believing that the cornflakes are less natural. It's got them column inches so fair play to them.
@Rich and Jacquie. ITS A STUNT! Of course it is! It even fits the essence of their new TV ad \(the one with Kelloggs signing the box to prove authenticity!). Rich they've said they are going to trial it... they are obviously covering their backs here, so if a reporter goes back to them in a few months they can say they trialled it and it didn't work!
Now, what you guys should do is ask to be at the first trial day, that way you might be able to catch them out, or at least make them squirm a bit.
If its not a stunt, then I'll allow Kelloggs to brand my forehead!
Comments
Grilla Login - 14/10/2009
Now we know the world has gone insane. Will all their wheat fields start bearing crop circles with a swiggly K in the middle to warn-off the little green men?
John Gallen - 14/10/2009
Nothing added but lasers.... and heaps of sugar and salt. This is just barmy paranoid nonsense.
sue turner - 14/10/2009
My brain is spinning just thinking about that. Where will it end? Lasering 100's and 1000's? Build a genetic marker into their wheat? For feck's sake.
dano - 14/10/2009
Its a genius idea and should be commended. No one said anything when they put little white letters on M & M's and Skittles. Sainsbury's own cornflakes just are'nt the same, not event the Taste The Difference range. Well done Dave Kelloggs
Jeremy Brown - 14/10/2009
Cocks! That's definitely the sort of logo led brand experience that people want shoving down their throat first thing in the morning... This is a sign that we are nearing the end of the world... BTW Waitrose essential corn flakes are just as good and considerably cheaper.
James Ainsworth - 14/10/2009
I love April Fools!
Jonathon Oake - 14/10/2009
it is obviously untrue. i mean: it's obvious. it's a stunt from the marketing department. shouldn't BR of all places call them out and comment on it?
Rich Sutcliffe - 14/10/2009
@Jonathon. We checked and double-checked and we were assured they were starting to trial it. Admittedly, it seems a bit out there, to say the least, and we will be happy to hold up our hands if it turns out we've been had, but at the moment we can only go on the reassurances we've had from Kellogg's. In the meantime I, for one, will just enjoy the madness of the story.
Martin Loat - 14/10/2009
This is surely an example of #GoodPR by Kellogg. Loads of media coverage, cut-through and creating desire to try it to see what they look/taste like. This is what the new marketing comms order will look like - big bold ideas that get you noticed. Gorilla, Meerkat, Pasta Hut. As Alex Bogusky says, these days you need a story as much as an ad. Just wondering which agencies - if any - helped K. come up with the idea. Could BR find out and if it was a PR agency give them as much credits as you would an ad, media, digital or design agency.
Adam Rumke - 14/10/2009
Bogusky also mentions that conversation means it's in the right place. Thusly, it will work one of two ways; as a PR campaign, it should be admired. And the agency should well be lauded \(although there's a good possability the agency is a creative anyway, who designed the concept originally as a serious campaign). But if it's a question of branding and use of technology, it's awful. Either way it's filling space.
Chris Johns - 15/10/2009
There's a tight discussion of Kellogg's vs supermarket own brand cereals in the new 'Guilt Trip' book \(http://www.amazon.co.uk/Guilt-Trip-Fear-Green-Bandwagon/dp/047074622X/ref=pd_rhf_p_t_1 ) ... It basically comes back to the fact which, deep down, we all know: the only difference between branded and own brand cereals is only in "the stuff the milk doesn't touch".
Jacquie Bowser - 15/10/2009
For the doubters - Kellogg's has now released a press release about the laser branding http://tinyurl.com/ylmflcc
RICHARD MATHEWSON - 15/10/2009
It can only be a PR stunt. Kellogg's are not stupid enough to risk people believing that the cornflakes are less natural. It's got them column inches so fair play to them.
Greg Felgate - 19/10/2009
@Rich and Jacquie. ITS A STUNT! Of course it is! It even fits the essence of their new TV ad \(the one with Kelloggs signing the box to prove authenticity!). Rich they've said they are going to trial it... they are obviously covering their backs here, so if a reporter goes back to them in a few months they can say they trialled it and it didn't work! Now, what you guys should do is ask to be at the first trial day, that way you might be able to catch them out, or at least make them squirm a bit. If its not a stunt, then I'll allow Kelloggs to brand my forehead!