Cheerios

Tom Dougherty, CEO – Stealing Share

30 June 2016

Honey Nut Cheerios Healthy Hearts

Honey Nut Cheerios hits a home run

Honey Nut CheeriosHoney Nut Cheerios is one of General Mill’s flagship brands. The cereal market is in a death spiral (read our in-depth market study on the cereal and breakfast category here) as tastes and consumer patterns change. Breakfast cereal used to be the staple food at breakfast tables across the globe but times have changed.

Honey Nut CheeriosThe venerable brands of my youth (Kellogg’s Raisin Bran, Kellogg’s Cornflakes, Post Raisin Bran, Wheaties and even Cheerios) are hard at work trying to expand the market.

Time was all of the advertising dollars was directed at kids. Even Wheaties (the breakfast of champions) was targeted at getting kids to prefer the cereal over other choices. Today, more and more brands are simply trying to expand the traditional audience by including adults in the advertising too. Most to little effect.

The reason for the failure is that brand permission does not come by simply featuring the target audience in the communication. You need to have the target audience say to themselves, “I want to be that.”

Enter Honey Nut Cheerios

The Cheerios parent brand has been talking heart healthy for many years now. There seems to be no dissenting voices in science that there are REAL benefits to oats (oat bran in particular) in the health and vitality of the human heart. But the message of heart healthy has done very little to expand the category and, while one of the more successful rebrands in the cereal market, Cheerios has continued to disappoint despite outperforming many others in the category.

But the Healthy Hearts Stay Young campaign may be a real game changer.

The commercial has the mandatory adult and child but the similarity ends here. The spots are an exuberant and charming combination of energy and brand without the usual feature of focusing only on the product. The spots are mesmerizing and are so well produced that you find yourself stopping on the commercial when channel surfing. The main spot is THAT good. The supporting spots are less powerful because it is the adult in the main commercial that is most appealing.

Stop the other branded slop.

General Mills Logo Honey Nut CheeriosThis campaign truly builds brand preference. I want to be THAT and I’m sure I am not alone. The precocious child is overshadowed by the talented adult and it is her movement and agility that holds sway in the spot. I simply can’t take my eyes off her and even see the little girl as a distraction. Despite the lack of traditional brand identification, I remembered this commercial as being all about Honey Nut Cheerios. It worked.

Scrap the silly honey bee, General Mills. He (or she) may be cute but the commercials are all about YOU and the natural ingredients. You took the bold step of making your prospects feel that they want to be part of the club and we don’t need any rational reasons why your honey came from bees. To my knowledge, all honey comes from bees.

A few words on Kellogg’s

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