OK, so while the Kellogg's Real Fruit Winders site may be aimed at
eight year-olds, it is fantastic fun. Downloads are quick and the site
is full of interactivity and energy.
The characters, created by Leonardo, are bright and colourful - perfect
for linking to the Kellogg's brand yet at the same time they have an
edge to the more mature ankle biter. The campaign includes online
promotions on sites such as Capital, Diggit and CiTV. There's the chance
to win beanie hats and T-shirts in a free prize draw, plus kids can play
a Chewchat music game where they can learn to be a DJ and win a
certificate for the Chewchat talent challenge on the link with Capital
The site's movement and colour deliver an extended brand experience. It
initially appears quite cluttered but in reality it delivers an eclectic
mix that is both appealing and entertaining.
When you eventually work out how to play the Chewchat game, which is a
lot easier than it seems, it's addictive and I could see many eight
year-olds returning to the site merely to play the game.
The only disappointment stems from so much of the site still being under
construction or cleverly hidden. However, this is soon overcome by the
quality of what is currently available.
Would it make an eight year old go out and buy Kellogg's Real Fruit
Winders? I don't know. However, as an interesting, online experiment for
an fmcg brand, it will take some beating.