General Mills: Cinnamon Toast Crunch

Cinnamon Toast Crunch, the US cereal brand, relaunched its visual identity to appeal to the tween audience, winning market share and driving category growth.

Executive Summary

How do you take a bigger bite out of a breakfast staple?

This was our challenge for General Mills in the US as we undertook establishing a bold, dynamic and multi-dimensional new creative platform and brand world for its icon of the breakfast aisles: Cinnamon Toast Crunch.

In order to deliver on our shared goal of closing the gap between consumers, the brand and culture, Cinnamon Toast Crunch required a big purpose, personality and platform and the creation of a full world of assets to reestablish the brand's relevance and standout; taking it to a whole new level,...

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