Kellogg’s targets millennials with Froot Loops summer gear

Kellogg’s has launched a summer Froot Loops campaign to target millennial consumers with new branded gear and accessories.

The ‘Whatever Froots their Loops’ campaign sees the cereal maker team up with Neff Headwear, bag company Timbuk2 and cycling brand Skate Bicycle Co in a bid to ‘inspire adult fans to do what makes them most happy’.

Last week saw the launch of the first Froot Loops product: Neff + Froot Loops Toucan Sam Shades, which feature changeable faceplates and arms in four colours.

Founder of Neff Headwear, Shaun Neff, designed the sunglasses: “We knew we couldn’t just pick one colour to represent Froot Loops and Toucan Sam. From his head to his tail feathers, Toucan Sam has a crazy cool colour palette – and the cereal has a unique burst of colours too.

“With so many possible combinations, our Toucan Sam Shades let fans create their own look to show off whatever Froots their Loops.”

Retailing for $40, the collection of only 400 pairs is available at the Neff headwear website and the Kellogg’s New York cereal café, which opened last year in a bid to branch out to millennials.

Each of the summer launches will be supported by social media coverage and video content.

This is the first Froot Loops campaign Kellogg’s has carried out since the cereal brand’s creation in 1963.