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...