new audience profile
Our group has decided to rebrand Kellogg's All-Bran to a product marketed towards generation alpha - that's kids born from 2013 to the mid-2020s.
All Bran's Original target audience is older adults, 35 - 45 year olds, specifically those that need help with their gut health and fibre.
With gen alpha, were talking about the most technologically aware generation we've had yet - these kids don't remember a time without iPhones or contactless pay. This generation spends most of their free time online in some aspect, are able to buy products online and have more pocket money than previous generations.
Demographics:
born after 2010, first generation to be born entirely in the 21st century, most of their parents are millennials, most racially and ethnically diverse generation to date, born surrounded by technology, impacted by Covid-19, no income since none are old enough to work yet
psychographics:
Environmentally aware, swayed by celebrity/influencer promotion, certain expectations of tech due to the on-demand relationship they've had with it their whole life, very socially aware and progressive - sometimes to a detriment,
in order to market to gen alpha
Primary research
Third spaces, as in places that aren't home or work/school such as shopping centres, roller rinks and arcades, have been on the decline since the start of the millennium.
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These spaces are important for kids/tweens/teens, since its a free place to hang out with friends and a way to get some independence in adolescence. With the rise of social media and online spaces, the internet has essentially become the third space for Gen Alpha.
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Now there is nowhere to go, nothing to do, and nothing is free. this pushes kids into adult spaces since they're all together on the internet and kids love to think they're adults. I believe this is why Gen Alpha has an abnormally adult taste in brands.
Nutter Butter is an American food brand that has targeted gen alpha with a bizarre TikTok campaign that embraces gen alphas humour. This campaign reminds me a LOT of the Spanish KFC Twitter account.
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This type of content is reminiscent of 2020 TikTok and the surrealist deep-fried era of memes that lasted roughly between 2016 and 2019. Its clear that absurdist and 'out there' marketing works for gen alpha, since they're able to see the humour in it.
Nutter Butter tiktoks
Spanish KFC twitter
720K Likes!!
32K Likes, 7.5K shares!
Both brands are embracing the gen alpha/z sense of humour, specifically online. I feel like KFC does it a little more naturally, but I get the feeling that both companies saw examples of absurdist internet humour (like 2020 TikTok - gen alpha was around for this) and tried to emulate it. ​
It CLEARLY works, since these posts usually have between 10k and 100k likes/interactions. the posts are short and easily digestible, good for gen alphas attention spans. Nutter Butter was falling out of relevancy when they started the campaign, and since they have seen 190% increase in amazon sales and a 16.5% increase in interest from gen alpha and gen z.
In 2021, JDO issued a report that found Generation Alpha snacks more consistently and lacks more structured mealtimes compared to previous generations.
There's about 2 billion gen alpha kids globally, none of which remember a world without smartphones. This has earned them the nickname "iPad kids". These kid grew up online, in spaces like Roblox, YouTube and TikTok, and are more tech literate than most millennials.
BEANO conducted a survey with 12,000 kids that found the most popular 2025 brands with 7 - 14 y/o.
1. YouTube
2. Nike
3. Netflix
4. McDonalds
5. Nintendo
For the Youngest current generation, Gen alphas tastes are very brand aware and mature. 43% of Gen Alphas in the US had tablets before the age of six, and 58% received their first iPhone by age 10, so you can assume Gen Alpha are easily swayed by social media influences. They focus heavily on brand name, significance and price.
They might not be able to earn and rely on their guardians' income, but gen alpha still somewhat controls household spending. The majority of 8 - 11 year olds say they get a final say when it comes to household purchases. In America, 12 - 15 year olds say they opt for snacks and brands backed by celebrities or influencers ( LIKE PRIME ) as apposed to traditional marketing techniques.
Since they cannot work and rely on allowance or their parents to buy them things, Gen Alpha often shops online and buys things that you wouldn't really expect of a 7 year old with the world literally at their fingertips. Things like, skincare, Stanley tumblers, expensive fashion brands etc, all this stuff is frankly boring.. I wouldn't be buying that stuff at 18 - never mind 7. Regardless of what they're buying, Generation alpha has more power as consumers than previous generations.
The amount of 12 - 15 year olds that say they purchase things online every week has risen to 21%, pocket money has increased by ~10% over the last 4 years and over a quarter of tweens say they spend their allowance on virtual skins and products.
ALL BRAN INFO
Children ages 3 - 17 should get a balanced and nutritional diet, one that includes micronutrients such as vitamin A, Vitamin D, Iron and Calcium. Maintaining a healthy diet for children balancing carbohydrates (energy), protein (growth) and fat (balance).
Iron is the most abundant mineral in all bran, at 8.8mg per 100g. All bran also contains essential vitamins like Vitamin D. When paired with milk, you're also getting calcium and Vitamin A. Dairy products are a good source of saturated fats, whole milk has a fat content of 3.5%. Most plant based milks contain closer to 0.5% fat - Soy is an exception at about 3% fat.
A bowl of all bran with whole milk contains a plethora of essential nutrients for a growing child. this food could totally be consumed by kids. its just getting it to appeal to them thats the issue.
Other cereals
There isn't a single serif font used, unless you want to count a few mismatched letters in the curiously cinnamon logo. Bold, Rounded off letters is the way to go, maybe even mess with the spacing and placement of the letters. 3 out of the 4 examples have mascots, something that helps your brand stand out and appeal to children. certain mascots have become timeless and essentially encompass the product they sponsor, think PG tips monkey, Tony the tiger, Honey monster etc. they all feature some kind of milky-splash iconography, possibly to make the box design feel more dynamic and less flat, or even to make it seem cool and epic to kids. Yellow and red are key colours, as well as navy blue though its used less. yellow and red are bright and stand out against most things, great at catching people's attention.
Here's 4 cereal boxes for brands popular with children:
Boring, straight edge serif font that just kind of sits there.. all even n stuff.. the box colour is an off yellow or dark orange, not particularly eye catching, and the picture of the cereal is completely stationary. The only movement I get from this is the few haphazard raspberries on the left. no milky splash!!!!
There is shadow on the fruit and the bowl to add some dimension but overall this box design feels VERY flat. An incredibly boring design for an incredibly boring cereal.