Fresh look for Kellogg's Corn Flakes

Old packaging

According to Tshepiso Malele, Kellogg's Corn Flakes brand manager, the redesign is part of a drive to grow the brand's consumer base.

“Kellogg's Corn Flakes has been a favourite breakfast meal for millions of South Africans for 60 years, providing [them] with a nutritious and fulfilling start to their days," said Malele. "The brand still has the potential to grow further and position itself as a primary breakfast cereal in South Africa."

The strategy behind repackaging the brand was to make sure that it remains visible, easily identifiable on shelves and that it entices the attention of shoppers. Designed by Syndicate Graphics, the new pack preserves the original brand colours, but with a fresh new look. The brand mascot, dubbed ‘Cornelius', has been given a more animated and lively appearance on the pack.

The new pack will be in stores from June 2009, and can be seen on the current TV advertising campaign.