Melvin the Elephant: Kellogg’s in Translation & The Power of Brand Connection

Most of us are familiar with Kellogg’s breakfast cereal mascots – after all, we grew up on them.

Some of the most prominent ones are the elves, Snap, Crackle and Pop, who accompany Rice Krispies and Cocoa Krispies.

It wasn’t always that way, and that’s due to the simple fact that brands evolve with time.

What’s interesting, though, is that one singular brand can evolve differently in various parts of the world.

Did you know that the chocolate-flavored Latin American counterpart to Snap, Crackle and Pop is an elephant named Melvin?

Let’s take a closer look at Kellogg’s and their mascots.

The Trajectory of Mascots

Snap, Crackle and Pop, the first and longest lasting breakfast cereal representatives, have always been the mascots who stood behind Rice Krispies. Snap was the first in 1933, and Crackle and Pop came soon after.

Cocoa Krispies has a bit of a different history, represented largely by jungle animals. Here’s a closer look at a few of these in particular.

• From 1958-1969, a monkey named Jose who wore a straw hat and a bandana pioneered the Cocoa Krispies line of mascots.
• Coco the elephant replaced Jose from 1960-1962. He, too, wore a straw hat.
• Check out this goofy little advertisement from the 1970s, featuring Tusk the elephant. Tusk lasted from 1971-1981, and had different accessories – he wore glasses and was something of an intellectual.
• Snap, Crackle and Pop replaced the series of animals in 1981 as the Cocoa Krispies mascots that we know and love – in the USA, at least.

Repurposed History: Melvin the Elephant

The 1950s were some of the most important years in the brand’s histories. They saw the pioneering of the first iteration of Cocoa Krispies, as well as the first time that Kellogg’s was expanded internationally to reach Mexico.

Between all the monkeys and elephants, and even a cameo from Snagglepuss the lion, it’s no surprise that jungle animals remain the theme in other countries for Cocoa Krispies.

In fact, an elephant named Melvin, who appeared in Mexico in 1989, is the face of the Latin American version of Cocoa Krispies – Choco Krispis.

Melvin actually has a number of iterations that appear in Spanish-language advertisements. He’s pretty strong – after all, he’s an elephant – and he has gone into space, explored in caves, and even plays soccer (or, more regionally, fútbol).

Teachings From Cross-Culturally Divergent Mascots

Okay, so what’s the point of all this breakfast cereal mascot deconstruction?

Believe it or not, there are some valuable messages to be gleaned from examining cross-cultural marketing approaches, namely that you need to think out of the box and approach your strategy from a different angle when you’re working internationally.

What’s important about Kellogg’s is that the company does the research that will internationally target young people, and that means some variety when it comes to branding all over the world.

With sugary breakfast cereal, that’s obviously not a difficult task, but there’s some special care that goes into developing mascots. After all, those of us who frequently ate breakfast cereal as kids often have a certain amount of affection for our favorite cereal mascots.

They appear on TV to cheer you on and help you out, they’re all about fun and games, and they love going on adventures and playing with kids.

Cross-Cultural Marketing at Kellogg’s

Kellogg’s success in global markets can be attributed to its adept cross-cultural marketing strategies. Here’s how the company adapts its branding to resonate with diverse audiences:

1. Localized Mascots: While Snap, Crackle, and Pop are iconic in the US, Kellogg’s uses different mascots in various regions. For example, in Latin America, the chocolate-flavored Cocoa Krispies are represented by Melvin the Elephant. This cultural adaptation makes the brand more relatable to local consumers.
2. Regional Flavors and Products: Kellogg’s tailors its product offerings to suit regional tastes. This means offering unique flavors or entirely different products that align with local dietary preferences and traditions.
3. Cultural Celebrations and Campaigns: The brand often incorporates local holidays, festivals, and cultural events into its marketing campaigns. By acknowledging and celebrating these events, Kellogg’s builds a stronger emotional connection with its consumers.
4. Community Involvement: Kellogg’s engages in community support and development projects, such as improving healthcare and education for children and families in various regions. This ethical approach to business not only enhances brand loyalty but also strengthens its reputation as a socially responsible company.
5. Language and Communication: Kellogg’s ensures all marketing materials, packaging, and advertisements are in the local language and culturally appropriate. This attention to detail helps in conveying the brand message more effectively and respectfully.

Through these strategies, Kellogg’s not only meets the diverse needs of its global customer base but also fosters a sense of familiarity and trust across different cultures.

Brand Connection

Creating a strong emotional connection with consumers has always been at the heart of Kellogg’s branding strategy. Here’s how they achieve this:

1. Nostalgic Appeal: Many consumers grew up with Kellogg’s cereals, forming a nostalgic bond with the brand. Characters like Tony the Tiger and Toucan Sam are not just mascots but cherished childhood icons that evoke fond memories.
2. Engaging Storytelling: Kellogg’s uses engaging storytelling in its marketing campaigns to create a narrative that resonates with both children and adults. These stories often emphasize fun, adventure, and family values, aligning with the brand’s wholesome image.
3. Consistent Branding: Despite regional adaptations, Kellogg’s maintains consistent core branding elements, such as its logo and brand colors, ensuring global brand recognition while allowing for local customization.
4. Interactive Marketing: Kellogg’s frequently uses interactive marketing techniques, such as games, puzzles, and activities on cereal boxes, to engage children. This interactive approach makes breakfast more fun and keeps the brand top-of-mind for young consumers.
5. Health and Wellness: Emphasizing nutritional benefits and healthy lifestyles, Kellogg’s has evolved to meet modern consumer demands for healthier options. This commitment to health and wellness strengthens the brand’s connection with health-conscious consumers.

Wrapping Up

Kellogg’s markets to more than just kids globally; they also focus on enhancing healthcare and education for children and families. This family-oriented marketing, with a moral touch, draws us to the brand, whether we connect with elves or elephants.

What brand mascots do you still connect with? Which ones missed the mark for you?