Cheerios is an iconic brand, but needed to do something new to make its low cholesterol message memorable. We created a campaign of over thirty :15 spots that tied in to specific TV show story lines to convince our target that 'not much happens in 6 weeks--and you could have lowered your cholesterol.' 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 its first market share gain in more than two years.