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  • 24 Feb 2012

Surreal cereal (packaging)

London’s free morning newspaper Metro had an interesting piece on its p3 today about food brand Kellogg and its production of a one-off cereal for musician Tim Burgess, frontman of English alternative rock band The Charlatans.
Burgess had tweeted to his 25,000 followers on Twitter that he’d like to create a breakfast cereal all of his own. Kellogg spotted this, and duly obliged, creating a mix of its own Coco Pops Rocks cereal, marshmallow, shortbread pieces and raisins. 
While the idea of all that sugar that early in the morning maybe too much for some, Kellogg even produced a special box for the creation, featuring a cartoon version of Burgess himself.
While an extreme example, the one-off packaging adequately illustrates the potential for highly specialized, short-run printed packaging. It’s not the first time Kellogg has dabbled in bespoke foodstuffs in highly specialized printed packaging, having produced Calvin Flakes for hit UK DJ Calvin Harris.

Kellogg also created 23 individual personalized packets of cereal for the England team at the 2010 football World Cup in South Africa. This included Wayne Rooney inspired ‘Kai Kai Pops’, Frank Lampard themed “Lamp Flakes”, Ashley Cole “Cole Cole Pops”, Rio Ferdinand “Ri-o-cicles”, Emile Heskey “Rice Heskeys”, Gareth Barry “Special K Red Barry’s”, John Terry “Special J-T” and Peter Crouch “Crunchy Nut Crouch”.

Midfielder Steven Gerrard played the role of Tony the Tiger on his very own pack of Frosties cereal, with the catchphrase: “They’re Gerr-rrr-ards!”. Teammate Glen Johnson munched on a pack of "Kellogg’s Just Right-Back" and Ledley King enjoyed a box of "Rice Kingies".

FYI, Burgess’ breakfast creation is called “Totes Amazeballs” (a term used in place of “totally amazing”) and is set to be available at the Kendall Calling Festival taking place July 27-29 in the UK’s Lake District in order to raise funds for the David Lynch Foundation.

David Pittman


David Pittman is former deputy editor of Labels & Labeling.

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