When the 'OG' Gets a Clapback: Surreal’s Brilliantly Cheeky Take on Kellogg’s Campaign
A little bit of tongue-in-cheek LinkedIn reactive marketing from the Surreal team!
If you haven’t seen Kellogg’s latest ad by Leo Burnett UK, let’s just say it stops one letter short of spelling “cocky”—but we love it.
Photo: Surreal
Mark Elwood, chief creative officer at Leo Burnett UK, put it best:
“Following true big-brand behavior, we distilled the campaign down to Kellogg’s most distinctive assets and let them sing. The playful typography and Cornelius’s swagger create a confident, cocky, and fun statement that captures the essence of the brand. ‘The OG’ in the logo is a gift – it’s been there all along, and now we’re shining a spotlight on it as a reminder of Kellogg’s enduring appeal.” (The Drum)
But what happens when another equally cocky cereal brand decides to step into the ring for some playful banter? Enter Surreal, taking their shot with a clever clapback. While Kellogg’s may be the “OG,” Surreal has come clucking in with their 0g of sugar USP—something Kellogg’s can’t quite match.
This is a masterclass in reactive marketing—taking an established brand’s message and flipping it in a way that’s timely, relevant, and entertaining. Surreal’s response keeps them in the conversation, amplifies their unique selling point, and adds a dose of humor—all while engaging audiences who love a bit of friendly competition.
In today’s fast-moving marketing landscape, brands that stay agile and react quickly to trends (especially with wit and confidence) don’t just ride the wave—they help create it. And in this case, Surreal’s clever comeback ensures they don’t just stay in the cereal aisle—they stay top of mind.
But here’s a thought—could a school implement reactive marketing? Have you considered it? Schools compete for attention, whether for enrollment, engagement, or brand reputation. What if schools took a page from Surreal’s playbook and responded to trends, local news, or even competitor messaging with creativity and confidence? It’s an interesting question—one that could redefine how schools approach marketing in an increasingly digital world.
Let us know what you think ⬇️