Nicole

K
The Cereal Challenge

On February 26, 2015, BloombergBusiness published an article, How Kellogg Lost
Breakfast, stating that cereal sales have taken a backseat to Greek yogurt, oatmeal,
eggs, fruit, and other breakfast favourites. Youve been tasked by The Cereal Increase
Association (The CIA) to conceptualize a cereal that will boost sales and bring magic back
to breakfast.

Given your knowledge of packaging, marketing, and advertisement, you must first
create an appealing cereal box design.

Questions that you must consider (because they are part of the marking rubric!):

Who will your target market bekids, teens, adults, men, women? What will
you include in your design that appeals to them?
o Young children will be my target market. I will include fun facts about the
high nutritional contents of the cereal to appeal to the parents as well as
fun designs, games or prizes to emphasize my key points and draw the
children to the shelves.
What will be the main features of your cereal?
o The main feature will be a cartoon character holding a bowls of the
healthy cereal. The character will be happy and show the kids that eating
healthy cereal can be yummy and fun.
How will your cereal box demonstrate the AIDA principles?
o Attention: the bright colours and large picture of healthy looking cereal
and the happy cartoon will grab the target audiences attention
Use buzz words to catch attention
Cartoon and images
o Interest: the facts will make the parents interested in the positive
features of the product, as well as interested in buying it and the children
will like the fun packaging and games on the side.
Simple wording
Not cluttered
o Desire: the healthy option will make the parents want to buy it
Make kids happy and healthy
Make picky eaters eat
Make moms happy
Add testimonials + why it meets these needs + benefits
o Action: it will say something like buy one get your next purchase 20%
off to promote buying as much of the product as possible. Prize on the
inside
To reward healthy eating and starting your morning off right with
a nutritious bowl of cereal

Nicole K
Dont wait to start your kids days off right with something they
will be asking for seconds up
What will the layout of your cereal box be? Create a draft design that includes
the product name, quantity, ingredients, nutritional information, slogans,
logos/trademarks.
o Refer to print out
What are Canadas food labeling laws?
o Bilingual labeling
o Best before date
o Country of origin
o List of ingredients and allergens
o Nutrition labeling
o Font size
How will you demonstrate creativity, originality, and uniqueness to gain a
competitive edge?
o Came up with my own ideas
o Has prize which most cereals do not have anymore
o Healthy option that even picky eaters are guaranteed to love
How can you ensure that your cereal box is free of spelling and grammatical
errors?
o Do not use pig words
o Get someone to proof read
How can I be mindful of graphic design elements discussed earlier? (e.g. balance,
symmetry, effective use of colour)
o Make sure similar sides are the some
o Have consistent elements throughout
o Use one colour brightness level
o Be consistent with fonts and text sizes
Did I fully explore and maximize the functions of Google Drawings?
o Yes
o I used every button it had at least once

Nicole K
You will be provided with a paper rough copy to mock up (it does not need to look
refined in any way, but should show evidence of planning all elements, even if the final
design changes).

You will be creating your cereal box on Google Drawing (a template will be shared with
you on the Google Drive), and you are asked to print it out and share it online with Ms.
Wasylycia. You must design all sections of the template.

You must also complete the attached questions.

In summary, you must submit:
1. The rough copy of your design
2. A final printed copy of your design + share it online with Ms. Wasylycia
3. Answers to the questions below

Rubric

Criteria
Inquiry:
Cereal box layout was well-
planned to include graphic
design elements (e.g. balance,
effective colour choice) and all
necessary items (e.g.
ingredients list)
Rough copy shows evidence of
organization and planning
Cereal box is creative, unique
Communication:
Cereal box appeals to target
market
Free from spelling and
grammar errors
Design is neat, visually
appealing, professional
looking
Application:
Applied principles of AIDA
Effectively utilized Google
Drawing suite
3 food labeling laws were
applied

Level 1 (50-
59%)

Level 2 (60-
69%)
Contains
some
required
elements

Level 3 (70-
79%)
Contains
considerable
required
elements

Level 4 (80-
100%)
Contains all
required
elements

Limited use
of effective
images

Some use of
effective
images

Considerabl
e use of
effective
images

Thorough
use of
effective
images

Limited ease
of
navigation

Some ease
of
navigation

Considerabl
e ease of
navigation

Thorough
ease of
navigation

Nicole K

Questions:
1. Describe the demographics of your target market (at least 3 points):
My target market is children under the age of 10. Many children in this age
group do not enjoy eating healthy breakfasts. My cereal will provide a healthy, tasty
solution to this problem that children will be attracted to because of the fun
packaging and prize inside.

2. Find three cereal boxes that appeal to you, and paste a picture of them here. What is
it about each that was so appealing? 1-3 sentences.
Box that appeals to me
What about it appeals to me

This box is appealing me to because it
looks very out together and professional.
The picture of the cereal on the front looks
very appetising and they health facts along
the bottom draw me to pick up the box.

This box is appealing to me because it

makes the cereal look fun and yummy.
The bring colours and the cartoon parrot
draw me to look at the box. The coupon
on the top encourages me to buy the
cereal.

This box is appealing me to because I love

the shade of blue the background is in. It
is also appealing to be because of the
recipe on the side of the box to make the
Rice Krispy Treats with.

Nicole K
3. What will the name of your cereal be? Your company?

The name of my cereal will be Pop Start! because if you eat the cereal you will get
a boost of energy to start your day. My companies name is Kids Choice because the
company focuses on cereal options for kids. The cereal will be tasty yet healthy to
please both the parents and the kids.

4. Visit http://www.inspection.gc.ca/food/labelling/food-labelling-for-
industry/eng/1383607266489/1383607344939 and select 3 food labeling laws that
interest you. For your cereal box, you will either follow or obey some or all of the
laws. State the law you are following or disobeying and explain what the law
requires. E.g. Country of Origin- Requires that All food packages must My cereal
box follows this law because (1-3 sentences per law).

One law that my cereal box follows is Bilingual Labeling. All of the mandatory
information on the box is in both French and English.

My cereal box also follows the Legibility requirement laws. The font size of all
wording meets the requirement of being horizontally taller than 1.6 mm making it easily
legible to users. Mandatory information is also clearly stated on labels covering the box.

Including the mandatory Nutritional Facts table on either side of the box also
followed the Nutritional Labeling laws. The table displays all of the mandatory
information including serving size, calories consumed, fat grams, etc.

5. Will you include a graphic? Will you find it online, use your camera, or create it
digitally?

Yes, I will include graphics on my cereal box. I will have a cartoon of a child looking
excited to eat the cereal on the front of the box, which I will find online. I will also have
little dots in different colours around the wording on the box. They will be created using
the shape tool on Google Drawings and dispersed around the sides of the box to draw
attention. The nutrition facts and ingredients lists will be pictures I take of a cereal box
at my house.

6. Use the paper rough copy to sketch a template (do not worry about making it look
perfectwhats important here is that youve found a spot for all required elements
e.g. ingredients, nutritional info)

Please see rough copy attached.

Nicole K
7. How does your cereal box appeal to your target market?

My cereal box appeals to my target market of children under the age of 10 because
it is eye-catching and has fun designs. The free prize will also draw the children into
wanting to eat the cereal to get to the prize. Parents will also want to buy the cereal for
their children because it is a healthy choice and will start their childs day with a
balanced nutritional breakfast. The game on the back will entice children to stay seated
and finish their cereal while solving the educational puzzle.

8. While you are creating your design, or when you are finished, fill in the following
chart explaining how your cereal box addresses AIDA.

Advertising Standard
How my cereal box achieved the standard
Attract Attention
My cereal box has a short heading that will grab
the childrens attention.
The picture of the happy child and all of the
brightly coloured dots on the box will draw
children to pick up the box of cereal.
The word pop is used throughout the box to
attract childrens attention because it is a short,
simple word that they would understand the
meaning of.
The action word FREE is used to draw children
to see that with the purchase of the box of
cereal they will receive a prize
Gain Interest
The box is very simple and uses short words so
that the children will be able to understand
what it is saying.
The font of important information is either
larger, bolded, italicised or underlined to
highlight important, positive information about
the cereal.
The various messages written on the box are to
the point. For example, the slogan states Start
you day with a POP! This is very to the point
because it means if you eat this cereal, you will
have lots of energy for you day.
The cereal box looks interesting because of the
bright illustrating and background.
The box is not cluttered with information or
graphics, making it look professional yet fun.
Build Desire
My cereal solves the problem of children not
finishing their breakfast in the morning but

Nicole K

Get Action

tasting great and having games and prizes from

the children to play with to keep them seated at
the table.
The cereal will make the children who eat is
happy because it tastes to good and healthy
because they will have started the day by
getting the proper nutrients they need to give
their bodies energy for the day.
The cereal box highlights the cereals name so
that the consumer remembers what it called to
buy it again.
The box will make kids want to buy the cereal
because of its free prizes and games.
The parents will see the healthy aspects of the
cereal and was to purchase it for their egger
children.
The Pop Start logo and slogan will create a
universal image for the cereal that will allow
people to remember it and buy it wherever it is
sold.