July 2, 2012 at 9:37 am by Ted Mininni
Just when TV ads have been offering more banality: out pops a new fictional superhero to save the day! Who is that bumbling, loveable, nutty man in yellow tights? Why, it’s The Crunchy Nut!
Kudos to Crunchy Nut cereal marketers and Leo Burnett, Chicago, for launching a humorous campaign that consumers will eat up. The point is: this tongue-in-cheek superhero, Crunchy Nut, is corny yet attention-getting with its humor, which will bring more visibility and ultimately more success for the brand. If you haven’t caught the ad yet, take a look at it on YouTube.
It's funny, for sure. But, are consumers likely to remember this ad? You bet. it’s definitely going to stick.
With so many "serious" superheroes in the public consciousness whose missions are to defeat the bad guys and save the world, how can the genre be adopted and modified for marketing purposes? I mean, why not capitalize on the enduring popularity of the superhero genre but play it up for laughs with an endearing, well-intentioned bumbler?
The name of the character is brilliant. Why not give him the very same name as the cereal? When The Crunchy Nut has been exposed for a time to the public via this ad campaign, wouldn’t it be great to integrate the superhero into the packaging? After all, Leo Burnett was responsible for creating Tony the Tiger and Mini of Mini-Wheats fame. Would Frosted Flakes be the same without Tony the Tiger? Of course not. He’s iconic and inseparable from the brand.
Take a look at the Crunchy Nut packaging now: it’s well executed but typical of most cereal packaging: the product appears in a bowl with milk and the honey stick is close by so we know how it’s sweetened. But flakes are flakes. The brand identity is interesting with its literally crunched “R”. But what could a touch of fun or fantasy do for Crunchy Nut Cereal? What could The Crunchy Nut, the superhero, do for the packaging?
The Crunchy Nut could be incorporated into a cool digital game on a dedicated Kellogg’s web site as he seeks out his next consumer to save from a boring breakfast! Can we call it “Mission Possible”? Our hero could become a toy... adorn a t-shirt... go out on photo shoots with fans! The Crunchy Nut has potential! Could he become the next licensing star? I’m staying tuned to see how this unfolds.
Categories:Licensing, Branding, Package Design, Consumer Products, Entertainment