KiX is here to spark the next creative revolution, brought to you by kids.
Since 1937, KiX has been trusted by parents to help give their kids a healthy foundation. However, with a host of other breakfast options available, KiX lost relevance and needed to reaffirm its role in kids' lives. KiX's base is a diverse audience of WIC families and suburban soccer moms. While these groups are at different ends of the economic spectrum, we focused on the one things they all have in common – the desire to see their children succeed.
There's a growing community of child development experts that claim the key to a child’s future success isn’t money, access, or academics – it’s creativity. Kids need creativity in order to meet the challenges of tomorrow – to solve the problems that don't exist yet. However, with the recent emphasis on STEM education, parents, schools, and society aren’t equipped to help nurture and grow 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.
Our content strategy centered on sharing ideas and activities meant to inspire creative play and healthy eating. We began publishing immediately, 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 box is KiX's greatest asset. It 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 companion digital storybooks. The boxes were exclusive to Target and recaptured shelf space with a key retail partner.
The new strategy invited exciting new collaborations.
We identified media groups, bloggers, startups and grass roots organizations that share KiX's purpose. Together, we created events and experiences that empowered kid creativity and helped introduce the brand to new audiences.
The KiX Creativity Lab at General Mills
This event was also created as a "living case study" to share the power of purpose-based marketing with marketers at GMI.