Wednesday, April 16, 2008

Kellogg's streetwear

In the end is it cereal they sell or brands?

Survival and profit in today's competitive market requires the latter.

Licensing their brands with other consumer good is not new for cereal companies. They've been doing it for a long time. And, getting people to "wear" your brand is probably the highest form of brand exposure as it backs the product with a level of endorsement. It is not hard to find cereal brands highlighted on such items as T-shirts.

But, most of the branded goods reek of blatant commericalism or kitsch. But, Kellogg may have found a way to tap into a new market by licensing its brands to "Under the Hood", a new clothing line geared to the younger crowd obsessed with urban fashion.

Pretty impressive stuff, and with tremendous potential to raise Kellogg's profile within a brand-fickle generation.


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