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Great Experiential Marketing: Kellogg’s Recharge Bar

By Joss Davidge | 23/07/14 22:19

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.

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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.
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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.BEcause_Kelloggs_4

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.BEcause_Kelloggs_5

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.BEcause_Kelloggs_6

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.BEcause_Kelloggs_7

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.

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