Why do i choose one cereal packet to another? Is it because of the size? of the composition? Maybe it is because i just like the nice packaging of the brand.
Here we have a Kellogg’s corn flakes cereal box. To promote their cereals, the brand had chosen an Olympic champion, Michael Phelps. He looks happy and have a big smile on the front picture. He looks healthy and very sporty because we see several pictures of him swimming. The images used should have a powerful impact on the buyer. The buyer will make a connection between the champion and his cereals. Apparently, corn flakes seems to be the best breakfast for all wannabes sport champion. It looks as if the cereal had magic power; it is as if they could change you. By giving so much energy, you will become a winner.
What is funny is that the package is also patriotic. They use the color red and blue of the American Flag and also there are many stars on it. Moreover, you can see the American Flag on the swim hat of Michael Phelps. There are also sentences used to reinforce this patriotism. Kellogg is a “Proud sponsor”, Michael won gold medals “representing his country with pride”. There is also the poem “Amazing Awaits” that is totally over patriotic.
Amazing Awaits
where we least expect it, or
after training for it all our lives
it awaits in Our Olympians.
In all Americans.
In the honor of victory
and the glory of pursuit.
with a nation behind us,
with a world before us,
and within us all…
amazing awaits
The words honor, nation, glory, victory have a big impact. You want to be the best. You want to win for your country. That is the goal of the Olympic Games, to push the patriotism in his excess.
Moreover, it is written that you can get a poster of Michael Phelps. It is also fat free, cholesterol free, diabetes friendly although it contains sugar and high fructose corn syrup. There is also an overuse of vocabulary involving superiority. They use the words proud, winner, amazing, performance, legendary, record, pride. Kellogg Corn flakes is also the Original and the Best. All these words are selling you the product. They want to make you believe that it is the best and that it is connected to champion and victory.
Finally, there is the results of the Olympic competition of Michael Phelps. These results are obviously amazing since he is a eight gold medal Olympic champion.
With such a packaging, it should not be easy to convince the buyers that this cereals are the “Best and Original”.
