Kellogg's new out-of-home campaign, using a cropped logo to highlight 'OG', is generating buzz online. While many praise its cleverness and connection with internet culture, others find it confusing. The campaign is part of a larger 'Masterbrand' initiative to unify the brand's diverse products.
Cereal brand Kellogg's recently launched a bold new out-of-home campaign making creative (and selective) use of its logo. With the wordmark cropped to show just the 'og', the new billboards suggest Kellogg's is the 'original' breakfast choice – and the clever campaign is already making a splash. 'The OG in the logo is a gift—it’s been there all along, and now we’re shining a spotlight on it as a reminder of Kellogg’s enduring appeal,' announces Leo Burnett UK, the agency behind the ads.
Indeed, the blending of contemporary internet parlance with a classic design is somewhat inspired, and it's no surprise that the campaign is being lauded by many online. But it seems to have attracted a fair amount of detractors too, igniting a debate over whether we're looking at one of the best.The campaign prominently features the tagline “The OG” in the typography of the timeless Kellogg’s logo—a design that nods to the brand’s rich legacy while connecting with a new generation of breakfast lovers. The campaign is the second phase of a new 'Masterbrand' visual identity, which sees Kellogg's looking to unify its disparate products under one cohesive umbrella. While many billboard campaigns get people talking online, it takes a particular kind of campaign to get the ad industry in a flap. These are often bold campaigns that make unexpected use of heritage assets (or, in the case of the recent, throw them out completely). 'This campaign is going to win so many awards. The concept is great, and they are putting a large media budget behind it. That’s how you know they have confidence,' one industry insider commented. Interestingly, feedback to the Kellogg's campaign seems to be split roughly 50/50. 50% 'get it immediately,' and 50% admit to 'not getting it' or taking repeated exposures to understand it. And another user adds, 'It's giving ads for people who make ads.' In order to appreciate this design, you have to: recognize a partial logo, associate the rooster mascot, understand the meaning of 'OG' in context. Don't overthink this, people. 'The OG' is a well-known idiom. It looks beautiful. It catches your attention. The logotype has been around for 70+ years. It's effing cereal. What the hell is not to get? If I didn't know anything about this prior I’d be confused as to what’s being sold. What a great poster. An absolute flex by yet another cursive legend. #Kelloggs doing the kind of work that one has come to associate with say a #CocaCola over the years, you know playing with brand identifiers, typography etc. A proper statement this one. Courtesy Leo Burnett… There certainly seems to be merit to the argument that for those who aren't familiar with the phrase 'The OG' (have they never watched?!), this ad might not make a lot of sense. But Kellogg's brand assets are recognizable, and we've seen other brands distort or remove their logos in recent years. For my money, that 'OG' pun is ingenious enough to warrant the risk of alienating a few viewers – and just look at how much people are already talking about it online. It helps too that, with that refreshing sense of humor, Kellogg's comes across as a brand that's not afraid to poke fun at itself. Messing with established branding is always a risky move, but Leo Burnett and Kellogg's have pulled it off with aplomb here. For more similarly bold advertising, take a look at these.
KELLOGG's ADVERTISING BRANDING BILLBOARDS LOGO INTERNET CULTURE OG MASTERBRAND
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