Kellogg’s relaunches Chocos, emphasizing its multigrain benefits
The brand’s senior marketing director shares details about the product renovation and the decision to onboard Kajol as the brand ambassador, highlighting the strategic move and expected impact
Sumit Rawat
Breakfast cereal brand Kellanova (previously known as Kellogg’s) has relaunched its signature cereal, Chocos, with a comprehensive rebranding. The new Chocos retains its original taste and texture while introducing a multigrain proposition.
The relaunch is accompanied by a dedicated campaign conceptualized and created by Ogilvy. In the new TV commercial, the brand positions itself as a perfect mix of taste and health, emphasizing that it is free of maida and made with a blend of grains, including wheat, jowar, rice, and corn.
The ad film features veteran Bollywood actress Kajol in a motherly role. In a breakfast dialogue with her on-screen son, she promotes the new multigrain Chocos. Kajol also announced her collaboration with the brand on her social media handles, with the caption, “Excited to be a part of the Kellogg’s family. The new Kellogg's Chocos is multigrain, more chocolatey, and has zero maida. Now that makes it a perfect deal!”
In the 30-second ad film, a little boy pleads with his mother for Chocos at the breakfast table, agreeing to have some multigrain meal afterward. After he finishes his bowl of cereal, he is told that Chocos is the multigrain cereal he was supposed to have.
The idea is to present a relatable exchange between a mother and her child at the breakfast table, filled with humor, banter, and care, according to Vinay Subramanyam, the senior director of marketing at Kellanova.
“All our campaigns are conceptualized at the breakfast tables of the consumers we visit. We observe how breakfast is had and try to recreate the moments between children and their parents. Our brief was to show the beautiful balance of nourishment and delight of the new Kellogg's multigrain Chocos in the context of the charming world that exists between mothers and children,” he explains, elaborating on the genesis of the campaign and the brief given to the agency.
Speaking about onboarding Kajol as the brand's face, Subramanyam says, “One of the important aspects we realized in our research is that today’s mothers juggle many roles. They are caretakers, disciplinarians, friends, allies, and confidants. Simply put, being a mother today is about motherhood and 'masti'. Kajol perfectly exemplifies that spirit.”
The new Chocos had been in development for about a year before its launch, undergoing multiple rounds of research, development, sampling, and consumer feedback. Subramanyam explains, “We went through multiple rounds of testing and product formulation until we were satisfied with the result. The entire process took more than a year.
