End of the year is a season were almost no one is thinking in breakfast cereal, so we needed an idea to get closer to people and that allowed the Kellogg´s kids cereal brands in to the Christmas conversation.

The reuse of our cereal boxes made our brands leave the breakfast table and took them where they had never been before: under the Christmas three.

The most important result for our brands was that they left the breakfast table and went under thousands of Christmas threes. More than 69,000 people used their boxes as gift boxes. (29,000 above our goal). That resulted in a 17% increase in TOM for Kellogg´s brands vs. pp.

In 2013, the idea is going to Mexico, Brazil, Colombia and Puerto Rico.

We gave the world a big present: 50 tons of cardboard reused, an idea that from now on can help us reuse and change the way we live. It started with Christmas, but it can work with every festivity.