Kellogg's: Personalizing Breakfast
Spoons are perfect to support consumption of Kellogg’s delicious range of cereal. A personalized spoon that consumers can own and use for years to come makes this common tool a valuable keepsake. Maxx leveraged the huge consumer trend of personalization by creating an heirloom quality spoon with a handle that can be perfectly engraved with names or messages with the purchase of three Kellogg’s products. Consumers redeemed qualifying in-pack codes and generated their personalized messages via a custom online microsite. Maxx bulk-produced and individually laser-engraved the spoons in Asia to drive cost efficiency. Over three million stainless steel spoons were individually laser-engraved with a personal message and mailed to consumers across 32 countries. 130 million participating boxes of cereal were sold, and this program has become a global best practice case study for Kellogg’s.