Co-creation @ Kellogs – Fruit Loops unveils Fashion Brand AWAYTOMARS

AWAYTOMARS/Froot Loops collection is a  co-created, unisex, limited-edition collection of 10 pieces that were sparked by the fun spirit, colorful aesthetic and fruity taste of the iconic Froot Loops. According to a press release, nearly 700 designers participated in fashion pioneer AWAYTOMARS’ unique co-creation model to develop the collection’s hats, t-shirts, sneakers, hoodie, jacket and dress. From color-blocking a bomber jacket to look like Toucan Sam to designing a spacey sneaker print featuring purple Wild Berry stars, the AWAYTOMARS community concepted, developed and finessed each design, before the company created a prototype and manufactured the final pieces.

“So many of us have memories associated with colorful bites of Froot Loops, and through the power of our co-creation community, we quickly expanded our designs beyond the cereal’s bright red box,” said Alfredo Orobio, AWAYTOMARS founder. “Together, we found a way to infuse the fun, playful spirit of Froot Loops and tie the capsule to the full AWAYTOMARS Spring/Summer 19 collection, which is inspired by the visuals of early 20th-century silent movies.”

Kellogg is finding other ways to address its category’s challenges in winning millennials by reinventing a traditional CPG giant and its brands for the new era of better-for-you foods. Though it faces bottom-line challenges from lower prices and higher trucking costs, innovative new products and marketing have stabilized Kellogg’s share of the declining ready-to-eat cereal category

Source: https://www.brandchannel.com/2018/08/25/kelloggs-innovates-out-of-soggy-sector/

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