“Stay full and focused” kid focused positioning lost relevance and the product was losing market share.
60% of FMW was being consumed by adults. We had a new target. But, we still needed to revitalize the brand with a fresh brand purpose and positioning.
We identified a socio-cultural shift in adulthood. Adults no longer consider play to be only for kids. These days, adults have a desire to escape from the stressors of everyday life and return to simpler times, times like those when we were kids.
Source: Kidult Handbook: A guide for grownups on how to play like a kid.
Purpose: A new brand purpose revitalized FMW’s relevance
FMW believes the world’s happiest people embrace their inner child. It exists to bring kid-like freedom to grown-up mornings.
Positioning: The brand was also repositioned in the marketplace.
Only FMW offers the perfect balance of delicious and nutritious for adults that refuse to compromise one good thing for another in every part of their lives.
Idea: A fresh idea fueled growth
FMW’s balance of delicious and nutritious helps put a playful kid-like twist on everyday adult routines and responsibilities.
Tag: Frosted Mini Wheats. Feed your inner Kidult.