Campaign details

Brand: Honey Nut Cheerios
Lead Agency: Mindshare
Region: North America

Objective

What if you could guarantee that your product would top the shopping lists for Amazon Prime members? By 2020, research shows voice shopping will grow from $2 billion to $40 billion USD. This is driven by Amazon's Echo (aka Alexa), which leads its competitors in becoming Americans' digital roommate, the one you turn to for great shopping advice. With no visual shelf for consumers to scan, people default to Alexa's top recommended option. In fact, 85% of shoppers will choose whatever Alexa recommends. We call this 'incidental loyalty'—when consumers remove themselves from the decision-making process and put digital assistants in charge. To ensure her recommendations are useful, Alexa tends to tell shoppers about products they've bought before. With ecommerce poised to grow dramatically, we saw an opportunity for Honey Nut Cheerios to become the recommended choice for new and existing customers and to win the future of voice commerce.

Target Audience