Brand Packaging

All-Bran's tear-off carton

September 14, 2011

Kellogg’s All-Bran has created a faux panel for its cereal cartons in Australia and New Zealand to help debut a new identity. The cartons have been shrink-wrapped with a panel featuring the old logo; consumers simply tear off the panel to uncover the new one-an identity that is meant to position All-Bran as a more contemporary option for women. The wraparound packaging is available for eight weeks, through October, to help familiarize consumers with the new design.