1. APPLE CINNAMON CHEERIOS
GENERAL MILLS CASE COMPETITION

2. Apple Cinnamon Cheerios is a cereal that is well loved
by children and adults
• ACC has held a constant market share for over a
decade
• ACC has ranked highly among adults, however the
children category is the largest and fastest growing
segment
• Health trends discourage parents from purchasing
cereals perceived to be high in sugar
How can Apple Cinnamon Cheerios (ACC) capture a
larger segment of the children’s sweet cereal category?

3. Agenda
Brand Strategy
Implementation
Expected Results
Consumer perceptions
Portfolio Fit

4. Meet our friend Jessica
• Jessica loves starting off each day
with a bowl of cereal
• Jessica also has a bit of a sweet tooth
• Unfortunately for Jessica, her Mom
decides what goes in the grocery cart
How can ACC ease Mom’s health concerns, while
keeping Jessica happy each morning?

5. We recommend ACC adopt a three-pronged brand
strategy
BRAND IMAGE BRAND VALUE BRAND VISIBILITY
Positioning ACC as a fun, tasty cereal that is also healthy
for kids!

6. ACC’s brand image should incorporate elements that
connect with children aged 6-11
Why mascots?
• Children react more to images
than words
• Align brand image with children’s
values
• Create a positive relationship
between the child and the brand
that can be carried into adulthood
• Capture share of life for a
segment where share of wallet is
not possible

7. ACC’s brand value should resonate strongly with
parental values
Did you know that apples help
protect and strengthen your bones?
Why Health?
• Increasing demand for healthy
products that kids would actually
like
• There are no competitors for the
healthy & fun kids segment
• ACC is already healthy, same
calories as Special K!
• ACC is made with apple puree and
real cinnamon but it is not
communicated

8. Visibility
Why Visibility?
• Opportunity to stand out in a
crowded cereal aisle
Did you know that
• Focus on kids’ cereal area
apples help protect
and strengthen
your bones? • Expand on healthy benefits
• Innovative displays with low costs

9. Implementation

10. Phase 1: Design your own mascot
Apple Cinnamon Launch new
Cheerios
cereal box
Launch kids
contest website Introduce new
mascot
Advertise on kids
Outline health websites
benefits
Introduce details
on “Mascot
Wanted” contest

11. Phase 2: Show time!
• Modify theme (eg: Winter
Olympics 2010)
• Creative in-store advertising
• Cross Merchandising
• Continue promoting health
aspect while maintaining fun
position

12. Expected Results
Projected Sales for ACC (Millions of CDN)
14.3
+ 40%
10.2
+ 50%
6.8
2009 2010 2011

13. Perceptual Map
Fun
Opportunity to
position ACC as a fun
and healthy product!
Healthy

14. Cheerios Portfolio will include a new category
Traditional Helps you stay regular
Sweet Sweet & Healthy

15. Thank you!