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Honey Nut Cheerios
Bring Back The Bees

RAN IN: North America

CLIENT
General Mills

AGENCY
Cossette *Lead Agency

Jason Chaney, Chief Strategy Officer
Peter Ignazi, Chief Creative Officer
Carlos Moreno, Chief Creative Officer
Sean Barlow, Creative Director
Ed Lea, Creative Director
Yusong Zhang, Associate Creative Director/Art Director
Dhaval Bhatt, Associate Creative Director/Copywriter
Wendy Morgado, VP, Client Leader
Janis Lindenbergs, SVP, National Business Leader
Kevin McHugh, Director, Strategy


SUMMARY

Honey Nut Cheerios has always promoted it's functional attributes and benefits, but to attract the millennial target into the system, we needed to find a way to show that we cared as much about our collective world as we did selling our cereal to them. Honey is in our name and is a key ingredient in our flagship product, not to mention Buzz, our beloved mascot, is himself the most recognizable honeybee in the world. He held the human qualities to make people energize around a campaign to save the bees. Which is why he had to go away.

CASE STUDY

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CASE VIDEO


Hero Medium: SOCIAL MEDIA

Medium Featured On Video: BRANDED CONTENT;CONSUMER INVOLVEMENT/USER GENERATED;Consumer Generated (Consumer Involvement/User Generated);Viral (Consumer Involvement/User Generated);WOM (Consumer Involvement/User Generated);INTERACTIVE/ONLINE;Brand Website/Microsite;Digital Video;Other (Interactive/Online);PACKAGING;PR;PRINT;Newspaper - Print;PRODUCT DESIGN;SOCIAL MEDIA;TV;Spots (TV);CRM

Audience: New Audience

Objectives: Gain new customers

Type: Business to Consumer

Classification: National

Language: English