Pink Key Consulting's Richard Pink on how Kellogg's Vintage is moving into the mass market

Samantha Loveday

By Samantha Loveday

January 20th 2015 at 9:00AM
Pink Key Consulting's Richard Pink on how Kellogg's Vintage is moving into the mass market

Brand already has 20 licensees, with further plans to grow across Europe.

Firstly, can you tell me the history behind the brand?

Kellogg Vintage was launched in the UK in 2010 in order to utilise and promote the huge archive of advertising and packaging in the Kellogg Company’s head office in Battle Creek USA. We have now had products in all the major licensing categories and in every market in Europe.?

How did the brand perform over the past 12 months?

The brand grew in the UK which is the largest market and has also had new products introduced in a number of European markets - it has grown every year since it began.

How many licensees does it have to date, and in which categories?

We have more than 20 licensees in apparel, accessories, gifting, stationery, housewares, toiletries.?

What are some of the best performing products?

Our nightwear and onesie range by Somerbond did exceptionally well, and our new toiletries by Mad Beauty has been received well. At the other end of the spectrum our Anya Hindmarch range of tote bags and clutches received worldwide fashion press coverage.?

Are you looking to expand the consumer products programme further this year – for example into new categories or territories?

We are developing our housewares and apparel ranges in mainland Europe and a brand new stationery in Europe and the UK.

Do you have any special marketing initiatives or promotional activity planned for 2015?

Our stationery range will be launched at the stationery show in the first quarter.

What has the retail reaction been like to the brand?

Certain outlets, particularly apparel has been really well received that the sell through has been excellent - our range at Pull and Bear sold through quickly Globally, and we have had a lot of direct retail enquiries at BLE in October.

What are some of the main challenges you've come up against? And how are you overcoming them?

Our major issue artwork refreshment, but we have worked with our licensees to encourage them to use their own designs with the style guide as a basis to make sure that we stay on trend.

What would you most like to achieve with the brand in 2015?

A major move into mass market with housewife products and further European expansion on apparel.