Kellogg Company has announced a refresh of its 106-year-old Kellogg’s brand. The update which starts with Kellogg’s completely redesigned website at www.kelloggs.com will be the most significant in the company’s history. First, the update is launching in the U.S. and Canada and to be rolled out globally.

Photo: the new Kellogg’s web site, a screenshot

So, what’s new at Kellogg’s? First, the company introduces a new tagline that reads as ‘Let’s Make Today Great’ making breakfast the key point in the brand’s image. With such products under its umbrella as Mini-Wheats, Rice Krispies, Corn Flakes, Frosted Flakes and more, it’s not surprising that the company chose such strategy.

Kellogg’s rolled out ‘Share Your Breakfast’ program, a campaign to help the 1 in 5 U.S. children in need. For every person who posts a photo of or message about their breakfast on the brand’s Facebook page, the company will make a donation to Action for Healthy Kids to support the expansion of school breakfast programs.

Second, visual graphics and images have also changed to become brighter and success-ensuring. The classic Kellogg’s script logo was refreshed to become more contemporary looking. Then, the brand now ‘speaks’ directly to consumers in a more conversational tone mostly via social media.

Kellogg’s is perceived as ‘Olympic’ brand on its six core markets—the U.S., Canada, Mexico, U.K., France and Australia, according to brand consultancy Millward Brown. Using a Facebook app, users can read stories about how Team Kellogg’s made their career.  Team Kellogg’s include such athletes as Kerri Walsh who is also supported by P&G.

Kellogg’s also ranked No. 34 and was the highest consumer packaged goods food brand on the list on Interbrand‘s annual ‘Best Global Brands’ 2011 report. With the update, Kellogg’s is aiming to reinforce its position on the market even more.

In April, Kellogg’s Special K has launched a new campaign in Australia to help women prepare for snack attack.