Kellogg is hoping to move boxes of its Chocolate Frosted Flakes with a vinyl made from the cereal itself.
The record features a core of cereal, topped with layers of milk and dark chocolate all pressed into a 3D-printed mold to create playable grooves. A silhouette of Tony the Tiger tops off the treat.
The record features the new release “Hello” from Simon Cowell-backed boy band PRETTYMUCH. Those who registered with the band in advance will be the first to receive the record today and have the chance to meet the band in person at Kellogg’s NYC café. Starting tomorrow any consumer can get the record for free at the café.
Another promo for the vinyl will take place April 21 at Reckless Records’ Wicker Park Chicago location, in honor of Record Store Day.
The record is being promoted with PR and social media. A music video featuring Tony the Tiger is being promoted across the brand’s social channels as well as Kellogg’s Frosted Flakes channels, with paid promotion running behind the content. Kellogg’s works with a number of agencies across channels. This program was orchestrated by Krispr, a division of Edelman, while the paid promotion was executed by Starcom.