What were Kellogg's thinking?

 

 

 

Kellogg's will be launching an All Bran breakfast biscuit early next year with the packaging designed fully in-house. Despite Kellogg's commenting that by launching the new product under the All Bran name it sets it apart from similar products already out there I just think they could have at least come up with a unique product. The purpose of the product is identical to that of Belvita's breakfast biscuits and the design is extremely similar. If they are going to release a product identical to one already out there they could have marketed or packaged it differently to set it apart. It's just hard to believe why Kellogg's would use yellow as the main colour and green for the typeface, the same colours on the packaging of Belvita.

Although I don't agree with how they have designed it I think there could be a chance it could cleverly work out for Kellogg's because people are familiar with the Belvita packaging so once Kellogg's breakfast biscuits arrive on the shelf consumers could aim straight for that packaging without realising. It's also a subtle persuasion technique to get people to convert from the Belvita brand to Kellogg's because not many people will go for a product they are unfamiliar with. So if they feel a connection to the same colours and there's little difference in the packaging people will be more persuaded to try the Kellogg's biscuits because they feel reassured they are not much different from the Belvita brand which they might be used to.