General Mills International: Trail View by Nature Valley

This case describes how Nature Valley, the cereal bar owned by General Mills, created a proprietary digital brand experience to expand its "nature at its most delicious" positioning into the wider purpose of "inspiring people to enjoy the best of nature".

General Mills International: Trail View by Nature Valley

McCann New York

Summary

A brand with an underleveraged narrative

  • Since 1975, Nature Valley's core mission has been to deliver the best of nature. Until recently this was delivered through a food and ingredient narrative: "Nature at its most delicious." In 2011 we evolved this functional superiority narrative to a more purposeful narrative.
  • This was key in helping us re-cast the brand by moving from a position of "nature at its most delicious" to "inspiring people to enjoy the best of nature."

Creating a proprietary brand experience:

After a careful...

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