Mini Case Study
The Cheerios brand architecture needed to be improved to optimize its resonance with US Hispanic (USH) Households (HH).
Increase awareness and drive penetration in USH HH.
Conducted qualitative consumer research to reveal a fresh insight --which led to a new compelling key message and reprioritization the brand's RTBs
While cultural nuances exits, GM and USH moms want to teach their children healthy habits that will last them a lifetime (and eating a nutritious breakfast is one of those things)
Updated the Cheerios brand architecture resulting in a dedicated TV and print ad campaign for the USH market (see brand architecture and TVC below).