Effie Awards Category Context

With an ambitious goal of spreading more positivity in the world and making it contagious, we knew we couldn't do it alone. Enter Ellen DeGeneres, the infinitely positive talk-show magnate turned human rights activist.

Together, we meaningfully engaged people from all walks of life, rallying the country to spread positive energy. As positivity spread, we amplified it, showing how the simplest acts can flood the nation with goodness and create measurable change. And in doing so, we made good go round, with big results for the betterment of society, for Cheerios and for our partner The Ellen DeGeneres Show.

State of the Marketplace & Brand's Business

For over 75 years, Cheerios has been at the center of America's breakfast table as the No. 1 cereal brand. In fact, a box of Cheerios sits in nearly half of the cupboards in America (45%), accounting for 12% of all cereal sold in the U.S (1). But despite Cheerios' ubiquity, the brand had lost its dominant place in culture. According to BrandIndex, Cheerios overall brand health had declined 15% in the past 5 years, driven by a 41% decline in net positive buzz over the same period (2).