Innovating the breakfast occasion
Kellogg’s were looking to enhance their position as category leader with a fresh, contemporary concept to bring an excitement back into the breakfast occasion. Gaining some key consumer insights in relation to specific needs and the important dynamics and behavioral patterns at the breakfast table, pi established how much mothers really want their kids to both enjoy their food and engage with the experience. Taking the idea of kid’s love of experimentation forward — the metaphor of a ‘chemistry set’ was pursued and a unique structural concept developed. The design ensured ease of handling by kids, empowered them to personalize their breakfast every morning… and crucially, injected some fun into breakfast time.