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Alexandra Dalton 651357625

Section III: Creative Strategy Cheerios February 20, 2013 Who is our target market? • Families who are constantly on the move. Whether it is to school, work, sports practice, or dance class, it is rare for this family to have free time. They are go-getters. By setting aside a few extra minutes in the morning to have a bowl of Cheerios with the family, memories are made. Eating Cheerios reminds us of family. Where are we now in the mind of this person? • The cereal is healthy and tasty. Where is our competition in the mind of this person? • Our primary competition is other breakfast cereal that claims to be healthy and tasty. (Special K, Wheaties, and Raisin Bran.) • Our secondary competition is anything healthy that can be eaten for breakfast other than cereal. (Bagels, English muffins, breakfast sandwiches, dairy, and fruit.) Where would we like to be in the mind of this person? • Cheerios is a product that satisfies appetite while simultaneously providing a time to be with family. What is the consumer promise, the “big idea”? • Eating Cheerios is a healthy way to start the day with family, while creating memories. What is the supporting evidence? • Cheerios are made with natural ingredients. • Cheerios do not take long to prepare. • Cheerios are easy to prepare; anyone in the family can make breakfast. • Cheerios is America’s top-selling cereal. What is the tone of voice for the advertising? • Wholesome

Creative Strategy  
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