Honey Nut Cheerios - the best of both worlds

A 2007-8 campaign for Honey Nut Cheerios (General Mills), aimed at closing their share gap in the Hispanic market.

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...

WARC subscribers can sign in to keep reading

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