Pink Key Consulting’s Richard Pink rejoices in licensed promotions returning to the cereal aisle.
Anyone who knows me, knows that if I were a stick of rock I’d have the word ‘Kellogg’s’ printed through me.
I also have the dubious distinction of being the last promotions manager at said company who ran a promotion with a licence on it (Shrek in case you’re wondering), at least that was the case.
I was there when there was nothing but fun in the box – Jimmy Neutron was sweeping all before it and you couldn’t move down the cereal aisle for the amount of film and TV property jumping off every pack.
Then – it all stopped – suddenly we weren’t allowed to delve into the new packets anymore to grab a Bi-carbonate of Soda powered submarine (one for the kids, that one), ignoring (and possibly binning) the cereal in an attempt to the get to the toy. These were simple pre-Xbox times my friends.
But almost overnight a walk down the cereal aisle became like a step back in time. Fun? We suddenly weren’t allowed that; just good healthy living. Suddenly if we even looked at a packet of Frosties all our teeth would drop out and we’d gain two stone. Utter nonsense of course but don’t get me started on that.
I think the question I’ve been asked most whether I was working, consulting or vaguely associated with Kellogg’s was ‘How do I get my brand onto their packs?’
I won’t go into all the reasons why the answer to that question was never straightforward, and why the chances were always negligible. However, I will say that I believe the demise of the breakfast cereal promotion did have a profound effect on the attitude of promoters in general. Cereal promotions were always high profile and a benchmark in what could be achieved using a brand and a licence.
Other potential promoters watched, or at least noticed them and they gave ideas to the manufacturers of other products to what they could do with a licence. When these licensed promotions disappeared, the ground on which this activity took place became a relatively barren place – the mantel was never really picked up by anyone.
However a new hope has appeared and co-incidently it’s Star Wars providing it.
Kellogg’s and Weetabix are both venturing into the wonderful world of licensing again.
Weetabix has launched a partnership with Cartoon Network with Weetabuddies (albeit focused on encouraging healthy eating – smart move that), and the Manchester cereal giant has come out of the blocks with all guns blazing – Frozen and Star Wars cereals and what’s more, a free band on gift in the form of a light sabre spoon.
It’s great to see this kind of activity potentially making a comeback. Not only does it bring life and a bit of fun to the category, it also potentially raises the profile of the potential for licence promotions for everyone – there has clearly been an awakening in the force…
Richard Pink is md of Pink Key Consulting – an agency specialising in licensing and promotions. He can be contacted on richard@pinkkey.co.uk.
