Lost relevance from a “stay full and focused” positioning
60% of FMW was consumed by adults. Contrary to the belief that more kids were eating the cereal. Insert FMW into the fabric of a new adult generation by tethering the brand to an emerging “Kidult” mindset.
Adulthood is shifting from responsible adults to grown-ups that embrace their playful inner-child. It’s called Kidulthood.
Source: Kidult Handbook: A guide for grownups on how to play like a kid.
We believe the world’s happiest people embrace their inner child. We exist to bring kid-like freedom to grown-up mornings.
Today’s adults want to put a little kid-like fun in all the grown-up things they do.
Repositioned FMW as a brand that puts a playful kid-like twist on everyday adult routines and responsibilities
Frosted Mini Wheats. Feed your inner Kidult.