BY Armin

In Brief: Kellogg’s Improbable Brand Extension

Kellogg's Goes Street

Kellogg’s has licensed its numerous characters to be produced by a store called Under The Hood. As is evident from the photo above and as you will see in the web site, the clothing line is meant to be hip, cool and lend the wearer enough street-cred to avoid getting the crap beat out of them when cruising the mean streets of the urban environment. Is this a smart brand extension by Kellogg’s? Or just a desperate one? Heck, maybe it’s genius. More related links available at BuzzFeed.

DATE: Apr.17.2008CATEGORY: In Brief 41 COMMENTS

Comments › Jump to Most Recent

JonSel’s comment is:

This may be worse than New Coke. Did you just hear that? I think Kalle Lasn just burst a blood vessel.

On Apr.17.2008 at 02:24 PM

Eli’s comment is:

You have got to be kidding me. I can't think of a worse idea for a brand targeted at little kids. A line of Strip Clubs sporting Barney? The Disney sponsored mosh-pit?

On Apr.17.2008 at 02:31 PM

Matt’s comment is:

If they pull that off...what's next?! Rebranding of teletubbies in clothing for street cred? Maybe a little big bird action? Then again Elmo is the bomb...

On Apr.17.2008 at 02:35 PM

david’s comment is:

Reminds of the clothing in Idiocracy.

On Apr.17.2008 at 02:50 PM

Armin’s comment is:

> Reminds of the clothing in Idiocracy.

LOL (I did, literally). So true.

On Apr.17.2008 at 02:52 PM

Igor’s comment is:

Seems like "we have this cool domain for kids, let's figure out what to do with it" syndrome.

On Apr.17.2008 at 02:55 PM

Ed’s comment is:

I think it's pretty genius. This is totally directed to the Urban Outfitters crowd. It won't really have an affect beyond this niche though.

On Apr.17.2008 at 03:05 PM

Armin’s comment is:

Ed, unlike the Urban Outfitters t-shirts, these lack hispter irony or a dead-pan attitude. They are trying too hard.

On Apr.17.2008 at 03:11 PM

Willis’s comment is:

Snoop, Cracker, Pimp

On Apr.17.2008 at 03:19 PM

Stan Grabowski’s comment is:

I'm not sure if this will keep kids from being beat up... I think it will do the opposite. Maybe they could start selling "Honey Smack-Downs."

On Apr.17.2008 at 03:59 PM

finn mckenty’s comment is:

this is a great move. ANYTHING can be a lifestyle brand with the right people involved. culture on the client side is the most important thing- you can't just hire a cool agency and "sprinkle magic branding dust on it" (to borrow a phrase from john moore). there is plenty to work with here, and if the people at kellogg know about street culture, it will be a great success.

this is just recognition of a trend that already exists like those captain crunch with fistful of dollars shirts that you see in urban areas all the time. it will trickle down to white hipsters (urban outfitters, sneakerheads, etc) with success as long as they play their cards right.

On Apr.17.2008 at 04:01 PM

loren’s comment is:

cereal killer!

On Apr.17.2008 at 04:02 PM

Whaleroot’s comment is:

I'm publishing a book called "How to Achieve Corporate Stupidity — And Make It Work For You"... this is chapter one.

On Apr.17.2008 at 04:02 PM

Whaleroot’s comment is:

Also, I think this is offensive to people who are really part of the "urban" community.

On Apr.17.2008 at 04:04 PM

finn mckenty’s comment is:

big companies capitalizing on inner city culture isn't really a new thing, and although it can be objectionable, it's not going away...

On Apr.17.2008 at 04:09 PM

Chad K’s comment is:

While this may seem like the worst way of extending the demographic of Tony the Tiger and The Kellogs Rooster, I think this move may be coming less from a crazy thought to infiltrate urban life, and more from a demand and observation of what is a trend. We are talking about the same world that brought us this:

Cartoons and characters have never been far from hip-hop culture. Look at the most recent album cover from Kanye West, which was designed by world renown artist, Murakami:

Rap and Hip-hop artists have public personas which they are called, and in many cases only known by that alternate name. Snoop Dogg, an alternate character, has become an everyday name with a reality show. Remember his early work:

What about the lovable character Jay-Z sported before creating his Rocawear line with Damon Dash:

So...This may seem like the work of a crazy person (the stupid picture doesn't help the case), but to have cartoon characters in Hip-hop and Urban wear, albeit from the front of my cereal box, seem like it falls in line with the previous trends. And it includes something that we all love in brands, childhood nostalgia.

See how much cooler it looks with a gun added.

Sorry for image size. Can't find smaller

On Apr.17.2008 at 04:10 PM

Christopher’s comment is:

I think this could be potentially pretty cool. It's definitely in the bright color vain of hip hop right now. Or that sort of hipster hip hop that is artists Pharrell have popularized. I see kids in my inner city neighborhood in DC wear all kinds of crazy colors combinations right now that all look down right child-like.

It all depends on how it's done. And the quality of the materials and the cuts. I can definitely see it working.

On Apr.17.2008 at 04:31 PM

Alfonso’s comment is:

I think they (Kellogg's and Under the Hood) are trying to be ironic, or something in that vein. In that case, this would be one of those times when irony flips around and ironically smacks its summoner right in their condescendingly ironic face.

It'll probably work, though. Do something ridiculous with a straight enough face for a long enough time, and eventually lots of people will think you're making a point. And they'll be damned if they know what that point is, but that doesn't matter, you're so cool.

On Apr.17.2008 at 04:37 PM

bob’s comment is:

'cuz black folk love to represent. Yeah.

Come on. This is about as racist as could be.

On Apr.17.2008 at 05:04 PM

Darrin Crescenzi’s comment is:

"You see, a pimp's love is very different from that of a square…"

On Apr.17.2008 at 05:48 PM

Darrel’s comment is:

"This is about as racist as could be."

Is it? 'Urban' seems to be very much a demographic that has much more to do with cell phones, tastes in music, fashion, and age than it does with any particular skin color.

Still, a funny demographic for cereal-branded clothing, but, then again, ANY demographic is a funny demographic for cereal-branded clothing.

On Apr.17.2008 at 07:17 PM

john.q’s comment is:

i think Chad K's comment is dead on.
I occasionally hang around Jamaica Queens (50cents old neighborhood) and its not uncommon to see guys wearing Nascar jackets with "M&Ms" or some other huge logo all over it. or those hoodie full zip-up's that look like the Spiderman costume. If you zip it up all the way you can look through the eyes even.

anyway why not? we all have fond memories of these cereal's. in fact i have tony the tiger on my desk... still eat it for breakfast.

Smart move by kellogg's in my opinion. Keeping it relevant to today. Watch this will be a runaway success.

On Apr.17.2008 at 08:02 PM

The Glutton’s comment is:

Haha... I have been all over this. Feb magic it was all over the place. then I saw it again at the Beverly center.

KELLOGgS

On Apr.17.2008 at 08:08 PM

lodenmuse’s comment is:

hot damm. this is amazing.

but how can I choose?

-Butt-Embroidered "Dig 'Em" Jeans

-Ass-Pointin' "Follow Your Nose" T

-Corn Flakes "Big Cock" Satin Jacket

-Frosted Flakes "Red Hanky" Hoodie

all available from the sexy locale of "under the hood." (that's right baby, u want me to get there)

i'm pre-ordering a White "Special K" Track Suit.

u like what they did with breakfast, just wait til u see my whole product roll-out for

"(Do You Wanna Play With My Strawberry) Shortcake" sunglasses, bathing suits & panties.

she's a fine mofo (can i get your number?)

On Apr.17.2008 at 09:23 PM

Prescott Perez-Fox’s comment is:

Along similar lines, I spotted sneakers, caps, belts, etc. for such unlikely fashion brands as Pepsi, Mountain Dew, Twix, Coke, Kit Kat, Bubble Yum, and many more. I was as confused then as I am now...

For bizarre brand extensions like this, I like to used the term "brandomness." But if the consumers demand a Trix jacket, then I guess let's give it to 'em. Do we really pretend to understand fashion?

On Apr.17.2008 at 11:07 PM

Whaleroot’s comment is:

The reason companies' capitalization of the 'urban' culture is so sad to me is because they won't think twice to strip culture down to a product but they don't give anything back (unless you count the product).

I'm reminded of that quote from the movie Fight Club where they're stealing body fat to make soap and it's narrated that they're "selling rich women their own fat asses back to them". Culture is going to end up buying their own culture.

Fashion has been doing this since the beginning of time. From Alexander McQueen right down to Wal-Mart.

And when we talk of the urban demographic we are talking about things like cells, kicks, and hip-hop—and that isn't racist. But when you look at how that demographic is translated to the public it certainly can be. Just look at the picture at the beginning of the article. They might as well be cookies cut and ready for baking.

On Apr.17.2008 at 11:58 PM

Gitamba’s comment is:

This is a good and bad the clothing label has now been allowed to license the images of iconic characters for clothing apparel which has an appeal to some maybe not the little kids eating the cereal but none the less appeal.

This isn't knew the street wear genre of clothing has always re-imagined classic theme, characters, and montage to fit the target. Remember when classic Warner Brothers characters where redressed wearing street clothes. Same thing in this situation.

On Apr.18.2008 at 03:21 AM

Haik Avanian’s comment is:

Idea aside, it looks like they went on a "free font shopping spree" on that site...and ugh, copperplate.

On Apr.18.2008 at 09:27 AM

Stringer Bell’s comment is:

It's not racist, but that #$@! ain't fly at all! Who the hell wants to wear a jacket with a Kellog's logo on it?

I used to wear music/slogan tees all the time. But after watching that scene in 'Crumb' where Robert Crumb talks about how everyone is a walking billboard (and paying for it, too!) I swore off any logos and slogans on my apparel. I could say this is me making a statement about corporate America and it's deadening of our culture, but deep down I feel it just works to illuminate how impressionable I really am.

Wow, that was like a confessional. On another subject (my apologies), have you ever seen a modified car with all branding stripped? It's the strangest looking thing ever.

On Apr.18.2008 at 12:19 PM

Darrel’s comment is:

'I like to used the term "brandomness."'

Ha! Great term!

On Apr.18.2008 at 01:05 PM

David’s comment is:

"And when we talk of the urban demographic we are talking about things like cells, kicks, and hip-hop—and that isn't racist. But when you look at how that demographic is translated to the public it certainly can be. Just look at the picture at the beginning of the article. They might as well be cookies cut and ready for baking."

I can agree with that, but in truth the term 'Urban' was popularized by the media as a 'code word' in the early 90's whenever they wanted to refer to inner city underprivileged black youth without coming across as racist. What upsets me is not so much how low (and this is low) one brand will stoop to get a buck, but why the 'Urban' community allows these caricatures to define them, I know the answer; poverty, sensationalism, ignorance, apathy, hell just trying to take care of your own without worrying about what everyone else is doing, but at what point do we say, 'hey this sh^! has gone too far' and take some personal responsibility to help clean up this mess.... now I'm sounding like a republican sigh...

On Apr.20.2008 at 11:51 PM

Patrick’s comment is:

Not a bad concept but Kellogg's went about it all wrong. The streetwear apparel market has been remixing vintage and nostalgic characters and iconography for some time with great success. The most recent was Terry Richardson's fusion of Kermit the Frog (Sesame Street) under the Supreme label which completely sold out in days (http://www.nylonmag.com/?section=article&parid=1078). What Kellogg's should have done was approached a few prominent streetwear designers for collaboration opportunities. Not only would it give the products more credibility and cache, it gives them direct channels to the existing market.

On Apr.23.2008 at 01:26 AM

BWJ’s comment is:

I probably want that Rice Krispies hoody right now.

On Apr.23.2008 at 06:00 PM

Michael’s comment is:

When people are voluntarily doing things like in these pictures below, I find this idea to be genius.

On Apr.25.2008 at 02:03 PM

christopher’s comment is:

This is in such bad taste. I hate rap, it is the lowest common denominator of art; and the "coolness" factor makes me want to puke. The guys look like a bunch of losers and what parent in their right mind would want their kids (I am a father of four) looking at this crap as though it is "cool" and to be emulated. It is pure selfish dribble marketed to the asinine. Kellogg's is fucked.

On Apr.28.2008 at 11:43 AM

christopher’s comment is:

what is the difference?

On Apr.28.2008 at 12:17 PM

Maggie’s comment is:

HEY! Im not sure how old any of you are or when you went to high school, but a current trend with young 'urban' or (whatever the p.c. term is for ghetto hip-hop kids), is to use cereal boxes as backpacks at school.
have none of you seen this?!
The first thing i thought when i saw this image was that Kellogg obviously found out about that trend and decided to capitalize on it. I find it hard to believe Kellogg would birth this idea without a lead. So now kids who are already wearing the brand by fashioning cereal boxes into backpacks can have matching Hoodies to complete their 'Fit'. Why not?

On Apr.30.2008 at 11:55 AM

akrok’s comment is:

this must be part of the "new ugly". like there ain't enough of bad designed already.

On Apr.30.2008 at 03:15 PM

appleton car accident lawyer’s comment is:

I've tried finding the "Under the Hood" site to get a better look, a little more of the style, application, marketing, but seems like it isn't up anymore. The MYspace is but not the actual site.