Kellogg’s Froot Loops has been name-dropped in more than 1,000 hip-hop tracks across generations? Having a place in hip-hop culture is an asset with power, and in an age of “functional” and “wellbeing” breakfast cereals it’s an asset the brand has very wisely decided to use.
The idea comes from a specialist Publicis Groupe Power of One team led by Leo Chicago, Le Truc, MSL and Starcom, with culture strategy by Contender.
The cultural play celebrates the brand’s real place in hip-hop history and reimagines it to have equity with Gen Z and multicultural audiences.
Firstly, Froot Loops has teamed up with Chicago jeweller, Kristopher Kites, to hand-craft wearable art inspired by how Froot Loops shows up in the genre with a chance for fans to win.
And supporting this, the cereal, that encourages fans to follow their nose is now inviting them to follow their ears, with a new campaign that honours lyrical shoutouts in art, fashion and collectible jewellery, and the artists and neighbourhood voices that have always fuelled culture.
“We’ve been proud to watch Froot Loops grow from breakfast table to cultural staple,” stated Ryan Versfeld, brand marketing director at WK Kellogg Co. “With our Follow Your Ears campaign we’re spotlighting the brand’s connection to music and community while giving fans a chance to win one-of-a-kind jewellery inspired by Froot Loops’ part in hip-hop history.”
Each custom piece is inspired by transforming Froot Loops shout-outs into a visual statement, colourful, and whimsical, yet rooted in hip-hop’s creative edge. Fans can enter on @FrootLoops Instagram and TikTok for a chance to win one of two pieces – a necklace and pendant, or watch – designed to celebrate individuality and play through craftsmanship. The Each piece incorporates Toucan Sam-inspired gemstones and new colour and polishing techniques that push the limits of what is possible in jewellery design. The brand is also giving away 100 pieces of Froot Loops-inspired accessories designed by Kites.
“Designing for this campaign, I was inspired by Froot Loops’ playful world, my own childhood nostalgia and the rich legacy of hip-hop,” Kristopher Kites stated. “For me it was important to pull them all together to create colorful, cultural, bold moments.”
In addition to the partnership with Kites, Froot Loops has commissioned original poster drops from local artists in five cities where hip-hop thrives:
- New York City – Andre Trenier [@andre.trenier]
- Los Angeles – Brittney Price [@brittneysprice]
- Chicago – Joseph Anthony Perez [@sentrock]
- Houston – Mario Figueroa Jr. [@gonzo247]
- Atlanta – Frank Morrison [@frankmorrison]
Each poster, inspired by the hip-hop DNA that is uniquely ingrained in the cities, hides an embedded sweepstakes clue tied to a classic hip-hop name drop of Froot Loops.
Brittney Price, the artist commissioned for Los Angeles, stated, “The brush and pen are my mic. Hip-Hop raised me, and Froot Loops fed me. Life doesn’t move in a straight line. It moves in loops that circle back and push me forward. I’m grateful to share this art journey with Froot Loops and celebrate the loops that shaped me.”
