Kellogg’s is the world’s largest cereal company, the second largest producer of crackers and savory snacks, and one of the most innovative marketers in the world. They are constantly looking for ways to reach their core demographic, currently Generation Z, and finding them a video game partner was a natural fit. We connected them with Overwatch, Blizzard’s heroic online multiplayer first-person experience. Overwatch has won numerous awards since its launch in 2015 and is a leader in competitive gaming.
The collaboration included Overwatch branding and art on several Kellogg’s snack items, including Pringles, Cheez-It, Pop-Tarts, and Famous Amos. Each package could be redeemed for a free loot box on any version of Overwatch. When opened while playing the game the loot box would award consumers a series of in-game collectibles.
The collaboration also included Lucio-Oh’s, a licensed cereal based on the Overwatch healing character Lucio, brought to life in true edible form. The limited-edition cereal was revealed during the BlizzCon 2018 keynote address, Blizzard’s biggest event of the year. The gaming convention is attended by 40,000 fans and viewed by millions more online. The announcement was followed by Lucio-Oh’s being handed out to 7,500 excited fans during the convention.