Creative Agency: Anthem Wordwide – Toronto
Creative Director: Helena Yoon
Art Director: Cathy Chua
Designer: Karen Chung
Project Type: Produced, Commercial Work
Client: Kellogg’s Canada
Location: Toronto, Ontario, Canada
Packaging Contents: breakfast Cereal
Packaging Substrate / Materials: Carton
Printing Process: Lithography
What better way to ring in the Lunar New Year and celebrate the wonderful cultural mosaic of Canada than with a special-edition pack of Kellogg’s Corn Flakes? Featuring festive graphics, traditional Chinese New Year well wishes written in Mandarin, and a unique stylized treatment of Cornelius the Rooster – the brand’s mascot – our design tied in perfectly with 2017’s Year of the Rooster. It also created a more positive brand experience, helping to drive long-term brand loyalty and empowering Chinese Moms to make Kellogg’s Corn Flakes the breakfast cereal of choice for their family.
The impactful design blends trusted Kellogg’s heritage with fun holiday excitement. Each panel tells a story of Chinese heritage – starting with the front panel and its festive rendition of Cornelius the Rooster, the brand’s iconic mascot. He has been stylized in the red and gold of the holiday, along with culturally inspired graphics. On the side panel, “Did You Know?” facts about the Year of the Rooster provide added-value information and a sense of fun. Most notably, the back panel has been transformed into a place of storytelling and interaction. It features eight simple steps for creating a rooster using Zhezhi – the centuries-old Chinese art of paper folding.
To complement the design, Kellogg’s UK has encouraged consumers to take the Zhezhi challenge and share their creations online for a chance to win one of 50 special Chinese New Year packs.