Unleashing the monster
What we did:
- Brand Strategy
- Creative Strategy
- Verbal Identity
- Visual Identity
The Brief
Make the Honey Monster relevant to a whole new generation of little monsters and give their parents permission to put us back on the breakfast table.
The Insight
The danger of too much sugar is a hot topic and consumers are increasingly more mindful of what they’re putting in their bodies. But with so much worthiness and misdirection in the cereal aisle, it’s all too easy to be bamboozled by mixed messages and try-hard tactics.
The idea
Monstrously good fun. To rattle the cage and wake up a category that’s been half asleep.
After changing their nutritional traffic lights from ‘red’ to ‘amber’ Honey Monster was ready to shout loud and proud about its low sugar content. With a new positioning, we made them a rebel with a cause to put some serious fun back into cereals.
We took the monster people know and loved and modernised him, creating a bolder, more friendly looking character that takes centre stage on pack.
To make the cereal instantly gettable on shelf, we cleaned up the front of pack info and replaced the previous brash red logo with a tastier, more considered yellow and white colour combo.
“We wanted to create an identity that wouldn’t just work on the supermarket shelves but in the wider world too. Our new Honey Monster appears everywhere from playful print ads to kids lunch boxes to enhance nostalgia for existing fans and ignite a legion of new ones.”
Martin
Creative Director
Accessible and witty for both kids and adults, we created a fun, yet straight-talking tone of voice that brings the Honey Monster’s playful personality to life.
