• mini-wheats logo
  • Mini-wheats pack
  • Mini-wheats pack focus


Delighting fun-seeking consumers

Bringing the fun back

Kellogg’s Mini-Wheats has strong equities rooted in its packaging, especially with Mr. Mini-Wheats, but its core consumers (‘kidults’, an adult with a youthful mindset, and moms with kids) found the packaging outdated, serious and disconnecting to speak to the strong emotional ties they had with the brand. It lacked the appropriate taste appeal and did not necessarily speak to fun or nutrition.

Conveying an iconic spirit

Dragon Rouge developed a new design that leveraged extensive consumer learning to build on the core equities of the iconic brand and move it toward a more active, confident and energetic territory to better communicate ‘enjoy the moment’ need state to support its brand idea of ‘serious fun mornings‘.

The new design energized and elevated the Mini-Wheats brand personality to speak to a more contemporarized pack over current packaging. It integrates Mr. Mini-Wheats prominently on pack and brings his iconic spirit to life with a fun, lighthearted treatment.

Delivering impact

Mini-Wheats core consumers found the new pack system more impactful on shelf, easier to identify and shop at the store, and most importantly, with taste appeal that is enjoyable to eat without compromising health concerns. The new pack system is being rolled out across 3 sub-brands (Mini-Wheats, Mini-Wheats Little Bites and Mini-Wheats Centres) to drive distinction under an unified brand look. It also creates tie in for the newest member of the family, Mini-Wheats Centres.

The new packaging design will be on shelf in Canada Spring 2012.

Did you know?

Cereal was invented when colonial housewives started serving up popcorn with sugar and cream for breakfast!


Pearse McCabe