Kellogg’s announced the launch of its Chocolate Muesli with the tagline, Mmmmuesli. As the tagline suggests, the choco variant offers a combination of chocolate with multiple grains and inclusions such as fruits, nuts, and seeds. The brand has rolled out a multi-media communication campaign, conceptualised by Ogilvy, for the launch.
The 360-degree campaign is being launched across various media channels, including TV, outdoor, digital platforms and social media channels.
The brand film features a breakfast moment between a father and his teenage daughter as they enjoy the Chocolate Muesli. While the father enjoys his cereal, his daughter explains it has to called “Mmmmuesli”. Conceptualised by Ogilvy, the film reflects the response from the creative team when they tasted the product: “Mmmmmmmm….”
Link to the TVC:
Sharing insights about the product, Vinay Subramanyam, Senior Director of Marketing, Kellogg South Asia, said, “We understand that taste plays a pivotal role in our daily food choices. Kellogg’s Chocolate Muesli is by leaps and bounds the tastiest Muesli one can have. One can spend a lot of time describing why this blend of multigrain, fruits, nuts and seeds and chocolate is so delectable. It is beautifully baked, is astonishingly crunchy and tastes great as a breakfast and equally awesome when you have it with dessert. However, true pleasure is felt and not described, and therefore we all unanimously agreed that the proposition should be the simple expression of Mmmmuesli.”
Kellogg’s Chocolate Muesli will be available in a trial pack size of 75gm for Rs 60 and a larger family pack of 450g at Rs 360.
Rohit Devgun, Executive Creative Director, Ogilvy India said, “Chocolate in a breakfast bowl isn’t normal. So why would someone eating it express the same normally? That is what we captured with our new campaign. That this rich, chocolatey deliciousness doesn’t make your taste buds just go mmmmmm, it makes them go mmmmuesli. An idea that travels across mediums with a unique sensorial expression for a unique breakfast product.”
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