Kellogg’s-owned cereal brand Froot Loops has been featured in more than 1,000 hip-hop songs over the years, creating a powerful connection to popular culture. That relationship is the insight of its new marketing action that explores its presence in the musical genre through design and jewelry.
Froot Loops has teamed up with American jeweler Kristopher Kites to handcraft a series of unique pieces inspired by iconic hip-hop lyrics. The initiative combines art, fashion and jewelry and fuses nostalgia and creativity with the universe of the cereal brand to pay particular tribute to the artists and voices that have driven music.
“Follow Your Ears” has been developed together with various agencies of the Publicis group, including Leo Chicago, Le Truc, MSL, Starcom and Contender.
The pieces created by Kristopher Kites are inspired by hip-hop nods to Froot Loops with an original and colorful proposal. The designs incorporate precious gems inspired by the brand’s mascot, Toucan Sam, and have been brought to life through various color and polishing techniques.
In addition to designing jewelry with Kites, Froot Loops has created a set of original posters with local artists in five cities with a strong hip-hop presence: with Andre Trenier in New York, Brittney Price in Los Angeles, Joseph Anthony Perez in Chicago, Mario Figueroa Jr. in Houston and Frank Morrison in Atlanta.
Each poster, inspired by the essence of hip-hop that characterizes these cities, hides references related to a mention of Froot Loops in a classic song of the genre.
Froot Loops is raffling off the jewelry through Instagram and TikTok. Those interested must follow the brand’s account and comment on the publications trying to guess what topic each of the created graphics refers to. Thus, they will be able to access a necklace, a pendant or a watch, designed to celebrate individuality and fun through craftsmanship.
“We’re proud to see how Froot Loops have gone from a breakfast table staple to a cultural staple“said Ryan Versfeld, Director of Brand Marketing at Kellogg’s. “With this campaign we highlight the brand’s connection to music and community, while giving fans the opportunity to win unique jewelry inspired by Froot Loops’ role in hip-hop history“.
