Honey Nut Cheerios – The Best of Both Worlds
The Best of Both WorldsClient: General Mills, Inc.
BUSINESS SITUATION & CAMPAIGN OBJECTIVES
For years sweetened cereals dominated the Hispanic Ready-to-Eat (RTE) category; however, in 2006, category dynamics took a significant turn with this historical titan no longer serving to drive growth. Instead, a new champion emerged, Healthy Taste cereals – comprised predominantly of Sweet Wholesome (e.g., Special K flankers) and Honey-based (e.g., Honey Bunches of Oats) brands/products.
Despite Honey Nut Cheerios' ranking as the sixth largest cereal brand in the Hispanic market in 2007, there remained a significant...