ASK: Create an integrated campaign to get millennial moms to love Cheerios for their kids they way they loved it when they were kids.
PROBLEM: Millennials are not purchasing, let alone even thinking about, Cheerios until they have kids. This is what we defined as the “influence gap.”
Sometime around Millennials’ teenage years Cheerios vanished from their morning routine. Cheerios were substituted by what seemed like healthier, interesting, and more “adult” items, leaving no reason to ever visit the cereal aisle again.
STRATEGY: Shorten Millennials time in the influence gap and encourage them to put Cheerios on the grocery list before they have kids.
CONCEPT: Cheerios have always been authentic in their messaging, so we are going to show Cynical Millennials what it looks like when a brand tries to be something they are not, by having Cheerios be something they are not.