Vector: Get Out What You Put In

Leo Burnett

Section I — Basic information

Business Results Period (Consecutive Months): May 2010 -May 2011
Start of Advertising/Communication Effort: April 12 2010
Base Period as a Benchmark: May 2009-2010

Section II — Situation analysis

a) Overall Assessment


This is a story about how a brand that first found success by emulating other sports brands, but then suffered through a period of stagnation, was able to find its second wind.

From the time it first hit the cereal aisle in 1999 Vector had an identity crisis. It was packaged like a traditional cereal. Yet, as a fortified food enriched with protein, carbohydrates and 22 vitamins and minerals, Vector was a meal replacement, not a typical cereal. It had to create its own category, and did so by trying to be the Nike of the cereal aisle.