Tuesday, June 27, 2017

Bringing Back the Oldies

A few weeks ago word was out that Post would be re-introducing a notable cereal that was discontinued over a decade ago. Oreo O's cereal was a novel branding coup when it first came out in 1998, and had many fans. Unfortunately, enthusiasm waned, and eventually the famous cookie inspired cereal was pulled from the market. Now that the Oreo brand has gone into hyper-mode with virtually every flavor combination possible in cookies, Post saw this as a great time to bring it back in its cereal form. Cereal and Oreo fans have been ecstatic.

The real story, however, is not just the return of this particular cereal, but about the comeback of nostalgic cereals. This is the not the first time for such a revival. General Mills did it not too long ago with French Toast Crunch, and a short-term resurrection of two almost forgotten monster cereals. Also coming soon, is Post Honey Maid S'mores cereal (a Honey Maid cereal was also first introduced about 10 years ago, before disappearing).

The point in all this is that for cereal companies looking for growth opportunities, bringing back nostalgic cereals could be one effective strategy. Most of us grew up with certain memorable cereals on our kitchen tables, and nothing would generate an emotional response like getting an opportunity to try again one a cereal like Freakies, OK's, Pink Panther Flakes, etc. (Another approach that companies have used is to simply provide vintage packaging on existing cereals to tap into our memories of the past).

Sure, the reality of reintroduced cereals might not live up to our memories of them, but, it would certainly generate some significant short-term sales, and perhaps one or two of these oldies could become a hit again. At minimum, this would generate some interest in cereal again at time when people seem to be pulling away.

What cereal would you like to see return?

Thursday, June 22, 2017

Cinnamon Toast Crunch is Hitting the Road

We all know cereal sales have slumped. People are just not shopping the cereal aisle of the grocery store. So, what does a cereal company do? Go to the consumer.

General Mills announced today that they will be going on a road trip this summer with a portable Drive Thru promoting Cinnamon Toast Crunch, currently their brand getting the most creative marketing campaigns. This pop up pit stop is targeted to people on road trips, with the first one showing up this weekend at the Grand Canyon. Travellers can sample the cereal, which will include special recipe concoctions. While their press release does not explicitly say so, it sounds like we could see the big cereal box and milk carton in other prominent tourist locations across the U.S. over the next two months.

Again, General Mills has been doing some fun marketing with Cinnamon Toast Crunch, including a selfie spoon offer, among other things. While limited in scope and actual reach, campaigns like this can contribute to a greater brand profile and buzz. Interestingly, General Mills' European partner, Nestle, has also been experimenting with pop-up promotions in malls in Ireland.

So, watch for this new Drive Thru coming to a tourist trap near you this summer. Where would you like to see one?

Tuesday, June 20, 2017

Burger King Gets Lucky

First it was Froot Loops, but now two months, later Burger King looks like it's serious about cereal flavored frozen foods with the introduction of the Lucky Charms shake. This time General Mills gets the nod, giving restaurant customers a reason to spend more by purchasing this novelty featuring one of their beloved cereals. Sure, it's a gimmick, but a smart tie-in for the both the fast food and cereal giants. Although, at 740 calories and 107g of sugar, if you eat too many of these you might not live enough to remain a customer.

What other cereal flavors would you like to see in a shake or frozen dessert?



Wednesday, June 14, 2017

Wheaties is looking to the stars (again)

The most frequent editorial comments on The Breakfast Bowl have concerned Wheaties. I have often wondered why General Mills has not taken better advantage of this iconic brand, especially in marketing to men. Sure, they tried several different strategies over the years, and for a time appeared to have success (or at least prominent brand position) by focusing on big name sports leagues, teams and players. But, about ten years ago, sales were soggy and Wheaties had become mediocre. In 2009 they tried by introducing Wheaties FUEL, but that was not well executed. Since then, the company has appeared to be floundering with Wheaties, lacking clarity and marketing focus. Most recently they tried going after the younger crowd with extreme sports, but I doubt that has achieved its goal.

Last month, however, we saw a glimpse of perhaps a new strategy. Or, at least an old strategy revived. General Mills announced that the young golfing sensation, Jordan Spieth, has now signed on with Wheaties and will be gracing the front of a new box coming very soon. Spieth is a big name, and for many is the new Tiger Woods, another Wheaties alumnus. Obviously, the Big G is hoping that his prominence will sell many orange boxes, and perhaps push new energy into the Wheaties brand. It is the first really big star in many years, and could be a sign that, if this works, we could see more big names back on the boxes. (By the way, yes basketball great Stephen Curry was on Wheaties not long ago, but General Mills was going the cheap route - he only appeared in street clothes, as including him in a Warriors uniform would complicated the arrangement due to licensing costs, etc.).

Overall, getting Jordan Spieth on Wheaties is a good move. I am not convinced, however, that it is a strong long-term strategy. Ultimately, General Mills needs to do more with the Wheaties brand, and part of that might mean a close look at the cereal itself.

In the meantime, we'll be watching the stars.


Wednesday, June 07, 2017

When brands are toast

There has been much buzz in recent days as General Mills has revamped and expanded its line of "Toast" cereals, built around the highly successful and popular Cinnamon Toast Crunch. The company just announced the introduction of Apple Cinnamon Toast Crunch, and a re-branding of last year's strawberry and blueberry Tiny Toast cereals to also join the family. Along with French Toast Crunch, there are now five Toast Crunch cereals, creating a strong sub-brand, a growing trend in the cereal industry. Previously, there have been other flavors as well, including chocolate, and peanut butter.

Of course, the new Apple Cinnamon flavor sounds delightful. But, of most interest here is the quick re-branding of the two Tiny Toast varieties introduced just one year ago. At the time, General Mills touted this as a new brand, but I questioned the strategy, wondering why they did not go with the Toast Crunch designation. One analyst, quoted in Ad Age, suggested that they went the Tiny Toast route to get more attention and grocer's shelf space. Regardless, the company has allowed common sense to prevail, and now they have a strong family of cereals that should be a leader within their portfolio.