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...