General Mills seeks to engage the new American family

This event report discusses General Mills' developing approach to multicultural marketing. As a big player in categories ranging from breakfast cereal to flour and canned soup, the company has a keen interest in reflecting the changing face of American society - and, especially, that of the family.

General Mills seeks to engage the new American family

Stephen WhitesideWarc

Sometimes life gets in the way of multicultural marketing. "So much of our culture is influenced – whether it's in fashion, or entertainment, or sports – by the African-American community," Douglas Moore, vp/advertising and branding at General Mills Inc., told delegates at the Association of National Advertisers (ANA) Multicultural and Diversity Conference in late 2013. "And yet sometimes we sort of partition them off when we're actually doing things."

Moms and families traditionally have dominated General Mills' marketing communications. But as the "typical" American family is...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands