Nestlé and FCB Brazil worked together to completely reimagine the family-size cereal box experience with its Cheerios product line. The new packaging, which is debuting today across the country, is "tailor-made for eight different types of families." For example, while the smallest version (120 g) is for people who only share their home with their pet, the biggest option (2.4 kg) is inspired by "frat friends who are like brothers." In addition, each family-size cereal box design is meant to celebrate the core consumer group it represents, adding a playfully whimsical twist to the experience.
To celebrate the launching of the new packaging formats, Nestlé Brazil is hosting a digital activation with several influencers who represent the different kinds of families. The campaign characters are also featured in an animated musical clip, produced by Black Madre, with an original soundtrack by Submarino Fantástico.
Image Credit: Nestlé Brazil
What Makes This Trend Stand Out
- Personalized Packaging
- The trend towards packaging customization is growing as companies find ways to create packaging that resonates with individual customers.
- Family-targeted Marketing
- Brands are finding ways to create packaging that speaks to specific family demographics, with messaging and design that celebrates the unique characteristics of each group.
- Influencer Marketing
- As the power of social media influencers continues to grow, brands are partnering with these individuals to promote their new packaging and reach a wider audience.
Sectors Adopting This
- Consumer Packaged Goods
- Brands in the CPG industry can create new packaging formats that are tailored to specific consumer demographics, allowing them to stand out in a crowded marketplace.
- Marketing and Advertising
- Marketing and advertising agencies can work with brands to create marketing campaigns that celebrate the unique characteristics of different family types, further reinforcing the messaging on the packaging.
- Content Creation
- Content creators, like music and animation producers, can partner with brands to create engaging digital content to support the launch of new packaging formats and attract more customers.
