Kellogg's is one of the more recognizable brands in the U.S. as well as around the world. They are a leader in breakfast food sales, as well as a big-advertising staple. So it might surprise you to learn that until this week, Kellogg's had been a bit behind the curve when it comes to online marketing.
In fact, they were way behind. According to their spokesman:
"We've never created a video clip solely for use online before. We're expecting to learn a lot and that'll help us shape our larger digital plan.”
It's pretty amazing to think of a brand with such a high profile only just now creating their first web-only video ad, but that's exactly the situation.
Thankfully, the first online-only video from Kellogg's is also fantastic. It takes a split-screen approach—like the one used in the movie 500 Days of Summer—to show you two versions of the main character's day. On the left side, we see what happens after he makes and eats a good breakfast (Kellogg's cereal, of course). On the right, he chooses to skip breakfast, and the consequences are severe (in a humorous way). Check it out:
Kudos to Kellogg's. They created a charming concept, and executed it well. It deliver's their message ("Make time for breakfast”) with humor and style. If this is their first foray into online video production, imagine what we can expect to see from them in the future.
Kellogg's has realized, as are many brands, that an online video presence is pretty much crucial for future success. The future of their customer base is on Facebook and YouTube, not watching major networks during sweeps month. So, to stay top-of-mind, the brand was going to have to make that move online as well, following the footsteps of the intrepid brands that went before it.
And it's a great time to step back and assess where you stand. If you're already heavily involved in marketing your brand with online video, then you were ahead of some major brands like Kellogg's. If you have been dragging your feet, or are only just now ready to jump into online video with both feet, then hey… you're not alone in waiting so long. And it's not too late to start now.