Last week saw the launch of Kellogg’s first ever 3D interactive cinema ad, which was created by glue Isobar. The ad falls under the ‘It’s all lies’ campaign and was launched in line with the new Men In Black movies. It claims to be the first ever ad that can be tasted and, that by the end of the advert, consumers will be able to taste their Rocky Road Rice Krispies Squares bar. Kellogg’s claim that taste will be achieved through ‘audio taste technology’ which has given them high hopes for the success of the ad. Sally Tribe, Rice Krispies Square’s brand manager, has said that Kellogg’s are always trying to push the boundaries with their brand.

Upon watching the ad, it is clear that it fits perfectly under their ‘It’s all lies’ campaign as it is not possible to actually taste the product. It cannot be argued that the ad doesn’t show high levels of creativity, but there is a fear that younger consumers may be confused, or even disappointed, that they cannot actually taste the product. This is a risk that Kellogg’s are happy to take. They have supported the launch of the ad by explaining that interacting with customers adds ‘real value to the product’ and they feel that it will help bring many more followers to the Squares brand.

The launch of the cinema advert appears to follow in the steps of a new trend of interactive movies, which are moving into 4D. These movies are getting customers to interact on an increased level through smell scratch and sniff cards, rain and vibrations. Is this something that we are going to see more from marketers in order to interact more with their consumers?

It is clear from the advert that Kellogg’s are looking to integrate their customers into their advert and interact with them on a new level. All in all, the ad has given the snack bar a whole new dimension and has shown that Kellogg’s aren’t afraid to think outside the box. Looking to the future it appears that Kellogg’s are one to watch out for. The question is, what will they think of next?