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.

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Content Strategy
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.  

 

Packaging Redesign
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.


 
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KiX Nerdy Derby at World Maker Faire in New York City


By turning the packaging from an object to be recycled into a toy, this is a huge part of fostering creativity and sustainability in young ones.
— Trend Hunter
Kix Cereal posts content nearly 18 times more engaging than the average cereal brand and 21 times more viral than the average Facebook brand page.
— WOMMA
Kix takes children’s creativity to the next level with new pop out cereal box designs. The newly designed boxes are totally different than anything else you’ll find on the cereal aisle. No other cereal boxes can become toys!
— Mom Always Finds Out
As a parent who sometimes is lacking in the creativity department, I find it incredibly helpful when there are projects and activities like this that can be bought and utilized easily.
— Simply Being Mommy

Credits: 
Creative Lead: Elias Martinez
Strategy Lead: Adrian Ho
Designers/Illustrators: Brian Danaher, Rachel Hardacre, Keith Van Erdewyk, Matt Volenec
Producers: David Annis, Braden Stadlman, Sarah Heuer, Josh Dick
Copywriters: Jason Zabel, Claire Dawson
Partners: Adrian Ho, Christian Erickson, Brad Surcey