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 had begun to lose relevance. The brand needed to reaffirm its role in kids' lives. KiX's base is an economically diverse audience of WIC moms and upper middle class 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 – a desire to see their kids succeed.
There's a growing community of child development experts and researchers that claim the key to kids' future success isn’t money, access, or academics – it’s creativity. Kids need to grow as creative problem solvers in order to address the challenges of tomorrow, to solve the problems that don't exist yet. The only problem is, parents, schools, and society at large isn't equipped to help nurture and grow creative kids. This need became the basis of KiX's new brand purpose.
New brand purpose. New brand identity.
We built KiX's new brand language around its 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 that was posted daily.
According to an independent study by the Word of Mouth Marketing Association, our content drove a fan acquisition rate nine times 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.