Sparking the next creative revolution, brought to you by kids.
Since 1937, parents have trusted KiX to give their kids a healthy foundation. However, with a host of other breakfast options available, KiX needed to reaffirm its role in families’ lives. In our research to identify this new purpose, we discovered that KiX's consumer base sits on two ends of the economic spectrum, from WIC families to suburban soccer moms. To bridge these audiences, we focused on the one thing they all have in common – a desire to see their kids succeed. And the key to that success isn’t money, access, or academics – it’s creativity. To solve the problems of tomorrow the world needs creative kids.
This became the basis of KiX's brand purpose.
New brand purpose. New brand identity.
We built a simple and playful visual brand language around KiX’s iconic circular shape. Elements included a new logo, website, digital content stream, and packaging overhaul.
We published ideas and activities meant to inspire creative play and healthy eating, co-creating with bloggers and educators to develop original content.
According to an independent study by the Word of Mouth Marketing Association, our content drove fan acquisition 9x the CPG average.
The KiX box receives more than 120 million quality impressions a year. Knowing that, we transformed the box into an interactive object with perforated blocks and characters which interact with a companion digital storybook. The boxes were exclusive to Target and recaptured shelf space with a key retail partner.
The new strategy invited new collaborations.
We reached out to academics, bloggers, startups and grass roots organizations to co-create experiences that inspire creativity and introduce the brand to new audiences.