JWT creates new Kellogg’s character

J. Walter Thompson has created an animated character which it hopes will join Tony the Tiger, Coco the Monkey and Snap, Crackle and Pop as a popular brand icon.

J. Walter Thompson has created an animated character which it hopes

will join Tony the Tiger, Coco the Monkey and Snap, Crackle and Pop as a

popular brand icon.



Okto, an animated Octopus, will promote Kellogg’s Variety packs in a new

commercial breaking on 10 April. The commercial is the first advertising

for the brand in six years and it is also the first time that a

children’s character has been introduced to support the variety

packs.



The commercial plays on the octopus’s eight arms, which fit with the

eight packets in each Variety pack. 3-D computer animation has been used

to create an underwater wonderland.



The commercial opens with a lobster swimming into Okto’s cave. Once in

the cave Okto sings a song with lyrics including, ’I don’t know which

pack to choose, but lucky for me I can’t lose’.



Guy Longworth, Kellogg’s UK marketing director, said: ’Kellogg has not

introduced a new character to its main UK cereal range since the

80s.



I am delighted at JWT’s latest creation, Okto, who encompasses all that

is great about Kellogg’s Variety in a contemporary, vibrant way.’



The ad was produced by Uli Meyer Animations, responsible for the film

Space Jam. It was written by Wayne Robinson and art directed by Matt

Collier.



Media is through MindShare.