A Twitter comment from a stalwart of the British indie music scene has resulted in Kellogg’s creating a new breakfast cereal that will be available exclusively at the Kendal Calling music festival in July.
Tim Burgess, the frontman of The Charlatans, tweeted ‘Just invented a breakfast cereal called Totes Amazeballs. Kellogg’s are interested’ in January. Kellogg’s then actually did become interested, mocking up the shortbread, marshmallow and raisin combination for Burgess to sell at Kendal Calling to raise money for the David Lynch Foundation.
All in all it’s an interesting situation, and one which on the surface seems so ludicrous as to be entirely fictional. But it points to some deeper truths about the power of celebrity and social media, and how brands in turn can leverage the playful and humourous for positive gain. Perceptions of brands can change quickly, and by taking advantage of a playful, off the cuff remark to show a sense of humour. And Burgess, in turn, gets (unplanned) press coverage ahead of the summer festival season and the forthcoming release of a new solo album.
We’ve seen in the past how celebrity endorsement can educate, excite or alienate (see the Mintel Inspire trend Celebs and Social Engineering); in this case the endorsement is entirely driven by the imagination of the celeb in question and has a spontaneity and surprise element that raises a smile.
Will we see more brands tapping into the online stream of consciousness of Twitter to generate product innovation ideas and create a more open, and more engaging, relationship with customers?