Sign-Up To Our Free Newsletter!'s PR Branding Zone

Thursday, January 10, 2008

Selling A Lifestyle Rather Than A Product Can Be Your Next Innovation

Recently, I walked through Penn Station train station in New York and noticed a theme with regard to the display advertising. Kellogg's had purchased every display ad area on two levels (at least) to promote its Special K brand. Special K is a cereal, but Kelloggs has reinvented this cereal brand into a lifestyle product.

Each ad displayed another Special K product which is not only a cereal now, but a line of protein meal bars, protein water, waffles, protein water mix, protein snack bars and cereal bars. Kelloggs has turned a breakfast cereal into a way of life. It's campaign "Re Solution" clearly promotes the weight management use of the products. I think this is a smart direction to move from the breakfast table into the lives of the diet conscious everywhere.

Small businesses can take this strategy and make it work. Think of new ways to promote your brand. Is there a way to increase the use of your service to meet the needs of more people? Can your product line expand to reach other consumers. These are all questions business leaders should ask themselves regularly.

You never know where your next competitor will come from, so you must always be on the edge of innovation. Get a team of your best thought leaders together and figure out how to take your product or service to the next level.

1 comment:

Anonymous said...

Love it! Clearly, Kelloggs was thinking "Outside the Box" on this one!