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Crayola colours in Kellogg’s promo in Australia

Black and white packaging launched across major retailers in the territory.

Kellogg’s and Crayola have joined forces in Australia to make breakfast a little more creative for families.

Striking black and white packaging will be released across major retailers, offering consumers the chance to ‘Colour & Win’ one of five Family Crayola gift packs every day.

Participants will also be able to bring their coloured creations to life through browser-based Augmented Reality.

“Redesigning the packs of such an iconic brand was a real privilege and the trust Kellogg’s gave us to go as minimal as possible was great validation of the idea,” said Nate Martin, creative director at Sydney-based creative agency, Kinetic, which was responsible for the activation. “We’re intrigued to see how consumers interact with the campaign and are proud to be delivering one of the first instances of in-browser Augmented Reality for an FMCG brand.”

Felicha Hogan, senior shopper activation manager at Kellogg’s, added: “We’re particularly delighted to be partnering with Crayola for this campaign. As a first for Kellogg’s we’ve been able to strip the colour from our packs and hero our distinctive assets, while making sure shoppers can still find us on shelf.

“In addition to the interactive AR experience, as an added surprise and delight, Crayola prize packs will be won daily. We’re excited to be bringing families together through creative activities on pack and can’t wait to see their artwork come to life.”

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