THE BUSINESS OF BOARD-OM
Food & beverage brands tap into analog games
In Cassandra’s recent State of Mind report, we dissected how brands are reflecting on and repositioning their offerings to better serve consumers and, perhaps more importantly, their mental health. Some brands in the food & beverage industry are meeting this need by launching branded analog activities that help consumers unplug and indulge in some IRL entertainment. Featuring board games, puzzles, cards, and dice, these activities inject a bit of fun back into home-centric life today.
KELLOGG’S FROSTED MINI-WHEATS
Kellogg's-owned Frosted Mini-Wheats debuted its first ever board game: Morning Craze. Centered around the morning ritual, the fun analog activity prompts players to silence “The Growl” they feel when they miss out on the most important meal of the day. However, only consumers who are enrolled in the Kellogg’s Family Rewards program are eligible to enter and win one of 500 prize kits containing the game, along with a box of Frosted Mini-Wheats. Kellogg’s has developed several such contests during the pandemic, seen in its recent “Special K Blursday Go-Away Kit Sweepstakes,” which aimed to help consumers better delineate between the different weekdays amid the pandemic.
While consumers demonstrated an intense interest in puzzles at the onset of the pandemic, brands are now upping the stakes for truly seasoned puzzlers. Rum brand Kraken created a 1,000-piece puzzle, essentially debuting an activity suited for the socially-distanced, stay-at-home consumer of any age. The all-black puzzle is stained to recall squid ink and, when completed, boasts a glow-in-the-dark secret code that puzzlers can use to unlock prizes at the brand’s online shop.
Kraft Heinz recently launched a family-friendly three-pack board game inspired by a trio of the brand’s most iconic products: Macaroni & Cheese, JELL-O, and HEINZ Ketchup. The company teamed up with board game publisher Big G Creative to create the variety pack, which is designed in the brand’s classic food packaging. Cassandra Daily also reported on Heinz’ earlier, popular, and entirely-red branded puzzle over the summer, demonstrating how brands only continue to branch into analog games and puzzles.