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
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