Kellogg's: Summer Fashion
Bags remain a coveted and highly visible functional fashion accessory. Due to practicality, expensive designer bags have been replaced by totes, and are now considered the new “it” bag. Simple styles with minimal branding reign supreme, but while the design is important, price savvy consumers prefer less trend and more function. To leverage this and the active lifestyle of the Special K consumer, Kellogg’s asked Maxx to create a versatile tote bag useful for multiple occasions. Maxx surveyed the seasons’ catwalks and fashion runways to design a summer tote for Special K that combined feminine trends and understated branding. The item size was designed to optimize the postage costs throughout Kellogg’s global markets and proved to be a favorite with consumers. We delivered over half a million tote bags to consumers around the world, and this stylish and versatile gift with purchase made a splash on social media and prompted two re-orders to meet consumer demand.