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...