iBox Promotions introduced IML on rigid plastic for Kellogg’s, transforming a trial tapered bowl into a million-piece success repeated twice.
Kellogg’s set out to accelerate the growth of Chocos by offering a premium product that appealed equally to mothers and kids. For mothers, it needed to be a genuinely useful, durable utility item. For kids, it had to spark desire, connect emotionally and feel special. With the brand’s “Deal” campaign positioning Chocos as the perfect balance between healthier ingredients for moms and more chocolatey taste for kids, the chosen premium needed to extend this promise seamlessly.
Consumer research pointed decisively to one insight: bowls outranked every other option. They were intrinsic to the category, prominently featured in brand creatives, and naturally tied to the Chocos consumption ritual. Owning this asset became the perfect strategic move.
The project began with a bold question: could In-Mould Labelling (IML) deliver the same flawless finish on a curved, sturdy bowl as it does on flat surfaces? To answer this, iBox Promotions engineered a tapered trial bowl designed specifically to push the limits of the technology. This early phase focused on precision, perfecting colour consistency, ensuring seamless label fusion and validating durability against everyday use by families and children.
Once the prototype proved its strength, production scaled with confidence. The result was a standout achievement: 1 million IML bowls crafted with crisp graphics, strong structural performance and a noticeably premium feel. The three special designs, each featuring Coco in a different imaginative world, delivered exactly what mothers and kids wanted: quality, charm and collectability. Beyond the graphics, the bowl became a comfort item for kids—its curve, grip and size felt just right, turning every breakfast into a familiar, personal moment.
Execution across GT and MT channels was seamless, and consumer response exceeded expectations. The business objective was overachieved by more than 100%, with strong performance, and that’s why it was repeated twice. The promotion’s success led Kellogg’s to repeat the order twice, reaffirming both the format’s desirability and iBox Promotions’ execution excellence.
With this project, iBox Promotions set a new benchmark in premium innovation, proving that the right consumer-led idea, elevated through superior design and manufacturing, can significantly enhance brand experience and directly drive business growth.
