US cereal giant Kellogg has given its eponymous brand a revamp in a bid to "connect with the next generation of consumers".

The firm said today (14 May) the brand refresh, which will include a new logo, tagline and website, signifies "the most significant" refresh in the company's history

The rebrand will launch initially in the US and Canada, before being rolled out globally. Changes will include the tagline: "Let's Make Today Great", brighter visual graphics and images on packaging, a more "conversational tone" in advertising, and a contemporised version of the Kellogg's script logo.

"While our master brand has tremendous resonance with consumers, we knew we had an opportunity to further invest in the Kellogg's brand to strengthen our business and grow with our consumers," said Kim Miller, senior VP of global brands at Kellogg. "By refreshing our brand in ways consumers will continue to relate to, we can build on current relationships and establish strong new ones for the future."

Kellogg said it has also made a strategic shift to more digital and social marketing in a bid to reach all consumers. Website enhancements include "optimised viewing capabilities" on mobile and tablet devices, in addition to expand options for searching, printing, emailing and socially sharing content.