Design is pleasant, helps create a branded family look in a space that is historically individually branded products. However this is a risky move.
When I think of Frosted Flakes, I don’t immediately think of Kellogg.
When I think of Smacks, I don’t immediately think of Kellogg.
When I think of Rice Krispies, I don’t immediately think of Kellogg.
When I think of POPs, I don’t immediately think of Kellogg.
If I were to ever have a ‘bad’ experience with one of these cereals, I wouldn’t immediately blame the Kellogg brand.If I were to ever desire another cereal to throw into my personal breakfast cereal rotation, I might unknowingly choose another Kellogg brand but still think of it as something ‘different.’
Even though the Kellogg logo has always been featured on the front of their products, its was very much a secondary/tertiary visual element. Now with it being the most prominent visual element on the package, I think this forces that thought process to change for the consumer.
Positioning a companies products to be individually branded is a strategic move - it allows for ‘more horses in the race,’ and providing the consumer a perceived wider array of brands to choose from.
Imagine if all of the Kraft owned Pizza brands (that’s almost all of them btw) displayed a large Kraft Logo on the front instead of small on the back. Or if all products owned by Coke decided to display a large COKE logo on the front of everything (vitamin water, smart water, bai, mello yellow, etc) instead of small on the back.
I’m sure this was a decision they didn’t take lightly. I’d be interested to see how consumers, and the market as a whole, responds.