Kellogg’s really mixed things up with this pop-up cereal shop in New York, which boasted adventurous cereal combinations, soul music and a karaoke booth.
Dubbed Kellogg’s Recharge Bar, the cereal brand’s pop-up shop sought to celebrate and demonstrate the importance of the grains and protein in cereal and milk with a live and immersive experience.
The cereal brand took over a vacant shop space in Manhattan and installed a cereal bar, seating, a performance space, a karaoke booth, and a dance area for guests to really interact with the brand on another level.
Inspiring customers to get creative with their breakfasts, Kellogg’s offered visitors a number of fresh and original serving suggestions. These included ‘The Pistachio Lemon’ – a blend of Special K and Frosted Flakes topped with pistachios, lemon zest, and thyme – and ‘Banana Nut’: Special K served with skimmed milk, a drizzle of almond butter, and fresh banana slices.
The pop-up shop featured some quirky cereal-themed décor; numerous boxes of Kellogg’s cereal served as nice wall features, and the Kellogg’s signature red was prevalent. The walls were also adorned with eye-catching graphics that highlighted the benefits of grains and proteins.
The pop-up shop featured some quirky cereal-themed décor; numerous boxes of Kellogg’s cereal served as nice wall features, and the Kellogg’s signature red was prevalent. The walls were also adorned with eye-catching graphics that highlighted the benefits of grains and proteins.
If guests were feeling super inspired by The Roots’ performance, they could record their very own version of “Milk and Cereal” in a private karaoke booth, then upload a video of their interpretation to social media networks.
Little wonder more than 4,000 consumers popped by, ordering nearly 3,000 servings of cereal and milk.
This is a great example of an FMCG brand coming up with an unusual and compelling live brand experience. Take a look at our blog post Experiential Marketing for FMCG brands for more hints, tips and ideas.