Dive Brief:

• As part of its latest campaign, Kellogg's Chocolate Frosted Flakes is releasing an edible and playable record made from cereal that features the new release "Hello" from boy band PrettyMuch, a news release announced. PrettyMuch is also debuting a new music video for "Hello" on its YouTube channel that features Tony the Tiger, the brand's mascot. The song is available for download on iTunes.  
• The record was created with layers of Chocolate Frosted Flakes and milk and dark chocolate, with a silhouette of Tony the Tiger made from the cereal. The limited-edition record was pressed in a 3-D printed mold to create grooves so it's playable. 
• Fans can get their own free Chocolate Frosted Flakes record at Kellogg's NYC café. Those who registered with PrettyMuch in advance could meet the band and receive the record at the café on April 19. A limited number of the records will also be available on April 21 at Reckless Records' Wicker Park location in Chicago for Record Store Day. 

Dive Insight:

Kellogg's is tapping into several marketing trends: limited-edition brand merchandise, music videos and experiential engagements, all tactics that have a broad appeal among younger consumers. The cereal brand is also jumping on the growing popularity of vinyl records among younger generations, who also have a fondness for nostalgia — sales of vinyl LPs reached 13 million in 2016, an all-time high since 1991, according to Nielsen data cited in a CNBC report.

Marketers continue to create distinct and sometimes quirky merchandise to build excitement about their brands on social media. The chocolate and cereal record isn't the first time Kellogg's has created a limited-edition product. For its first new campaign in 50 years, Froot Loops collaborated with Neff Headwear on the Neff + Froot Loops Toucan Sam Shades, which come with a set of interchangeable faceplates and arms in the cereal's colors.

Kellogg's also continues to leverage its New York City café as a location for events mostly targeting a younger crowd and allowing for real-life interaction. Similar to the partnership with PrettyMuch, the brand teamed up with actress and musician Hailee Steinfeld to celebrate National Cereal Day in March with themed foods, drinks and a liquid nitrogen cereal bar. Steinfeld performed at the event, and attendees could snap selfies in a cereal-centric photo booth.

Cereal brands are getting creative in their marketing to win over millennials and Gen Z consumers, who tend to not like cereal because too much clean up is involved and a growing preference more portable breakfast options. Cereal sales have dropped 2.4% since 2012, USA Today reported citing Nielsen data. Kellogg's has remained a market leader, with about 30% of the market share, according to IRI research, with Frosted Flakes ranking No. 3 in sales among cereal brands.