Can High Fibre Cereal Appeal to Kids?


We naturally believe in the power of branding and design to sell, well, just about anything to just about anyone. However, selling high fibre, healthy cereal to children and sweet chocolate cereal to parents is a particularly tall order. Kellogg’s has taken both challenges with their newly healthy, high fibre chocolate cereal, Coco Pops Choc ‘N’ Roll.

A series of television advertisements and other marketing will be included in the £3 million campaign to promote several new Kellogg’s cereals. The campaign includes the cheerful and well known Coco Pops Monkey character touting the superior taste and general fun feeling of the cereal. The character will be shown driving a car with wheels similar to the shape of the new cereal’s shape. However, the strapline, “It’s Choc Fibre Fun,” emphasizes the high fibre for the benefit of wary mums.

Because of laws regarding advertising on children’s programmes, Kellogg’s had to reduce sugar and augment fibre in their popular cereal brands before they could market on kids’ TV. Choc ‘N’ Roll is not the only cereal that has been given a healthy makeover; other Coco Pops cereals have seen their sugar levels reduced by 15%. However, Choc ‘N’ Roll remains the only cereal in this line to meet the nutritional guidelines necessary to be advertised directly to children.

The logo design for this cereal will be consistent with the rest of the Coco Pops line. The words ‘Coco Pops’ are written in rounded, friendly lettering that is a deep chocolate brown. The words ‘Choc ‘N’ Roll’ are written below in jagged letters that give a slightly edgier feeling. This lettering is in the signature Kellogg’s red, tying into the parent brand seamlessly. The familiar Coco Pops monkey smiles enthusiastically beside a picture of one of the wheel-shaped pieces of cereal.

Cereal manufacturers have an interesting branding challenge, as do many businesses catering to children. While they must appear appealing to children—that is, sweet, dangerous, exciting, or edgy—they must also appeal to the parents who control the pocketbooks of the UK. In this case, Coco Pops Choc ‘N’ Roll must walk a fine line between tasty and healthy, exciting and safe, high energy and high fibre. The answer in this case is to have what most would consider a typical children’s advertising campaign with a few key words thrown in to appease mothers. Whether this is enough remains to be seen, but it has been a successful combination for Kellogg’s and other brands in the past.

If you are selling a product to children, it is important to deftly walk that fine line between parental appeal and childish fun. These competing interests must be addressed in logo design, in branding, and in every single product that you carry. If you think your business could benefit from expert guidance in handling this dichotomy, contact a logo design and branding consultant today. An experienced professional knows how to manage competing interests and create a brand that will be enticing for everyone in your target audience.