CHEEZ-IT Equity BOP (Back of Pack) Redesign
Print | Packaging
THE ASK
Consumers were getting confused by the current Cheez-It Puff’d cross-sell ad on the back of all 36 equity Cheez-It boxes. The Kellogg Salty Snacks marketing team was needing a new back of pack design to communicate the benefits of Puff’d – while easily distinguishable from Puff’d front of pack.
In addition to these changes this design needed to prioritize branding cohesion, puff cracker anatomy, creating excitement while drawing the consumer in with an appropriate call to action, AND include the tagline, “Defy Your Cheezpectations”
THE SOLUTION
Multi-Bag Puff Explosion! The team was very happy with the final direction and the ease of hand off to print production. Cheez-It fans will now be delightfully enticed to “Try our newest cheesy snack!” This call to action welcomes you into a story filled scene of flying puff’d cheez-its. These airy, puffy bites are seen flying out of a bag while a close up hero shot is surrounded with highlighting notes. These describe the benefits and anatomy of the cheesy snack. The placement of the bags ground the viewer, while creating a stage floor with slight shadows and a bookend tagline and a CTA that sends your cheezy hands back to the store for more!
Creative Teammates: Tiana Latinovic (Brand Design Manager), David Beck (Senior Brand Manager), Hillary Willaviaze (Sr. Assoc. Brand Manager), SGK Printing Partners
