Cereal consumption overall has been on a downward tragectory for the past decade. The slippery slope on sweet-kid cereals, was exponentially slipperier. To combat the changing landscape, Kellogg’s had to reinvent cereal, and looking to an 80bn snack market, they found their next move. Now it was just a matter of getting parents to see the value in a bigger, more snackable cereal.  

Remind 30-40 yo parents of the childhood mornings they spent watching totally bitch’n cartoons and eating delicious sugary cereal, while repositioning it in a new snackable format (snacking occasions are waaaaay more permissive than breakfast occasions.) 

Creative Team:  Meg Farquhar - CD,  Isabella Guardia - AD, Len Sheth - CW.
Production - Lado Brasil