General Mills, Inc.: Stories campaign

Despite its status as leading cereal the Cheerio’s brand owned by General Mills sought to reinvent its ageing message.

General Mills, Inc.: Stories campaign

Rayna Bailey

OVERVIEW

In 2003 General Mills, Inc.'s brand Cheerios was the top-selling cold-cereal brand in the United States, claiming $334 million in sales of the $8 billion cereal market. But General Mills believed that the aging brand, which had been introduced in 1941 as Cheerioats, was losing its edge. The company began looking for ways to move the brand out of the kitchen cupboard and to make the cereal part of American families on a more emotional level.

To help achieve that goal, the Cheerios packaging was changed, replacing the bowl of Cheerios on...

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