Cheerios. 'Now's the time.'
Cheerios is an iconic brand, but needed to connect to consumers in a new way to make its low cholesterol message memorable. We created a campaign of over thirty :15 spots that we tied in to specific program story lines. Engaging, attention getting and connecting to loyal consumers like nothing Cheerios had ever seen before. The spots were inexpensive by design, fun and timely. The media plan for multiple :15s was created to accomodate the creative idea and won AdWeeks Media Plan of the Year. The campaign was credited with giving Cheerios it's first market share gain in more than two years.
Connect to target via content they know.
'Days of our Lives' Tie-in: Ran 6 weeks after cliff hanger event.
'Weather/News' Tie-in: Ran on news programs after weather segment.
'The Biggest Loser' Tie-in: 1st spot immediately following winner announcement.
'As The World Turns' Tie-in: Ran 6 weeks after 'Katie and Mike' wanted a divorce.
Mobile: Simple Wisdom
A simple way to stay in touch with your consumer and a simple way to save. Top of mind, point of purchase, when they are ready to spend. This app leverages the trusted wholesomeness of Cheerios and provides a daily reminder of their simple goodness.