Client:

General Mills

Peanut Butter Cheerios

Output:

Product Re-position

& Creative Campaign

Challenge:

How do you get today’s moms, to feed their children a flavoured cereal in an already declining category?

 

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Solution: 

You don’t bother. You get dads attention instead. 

Times were a-changing - influences over the decisions in the grocery category were changing and dads' role was changing. This new dad was a perfect match for the brand. Just like dad, Peanut Butter Cheerios had equal parts awesome and equal parts responsible. This allowed General Mills to be the brand to lead a new era of dad-vertising. And I got a personal email from Sheryl Sandberg to boot.