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Cinnamon Toast Crunch
Cinnamon Toast Crunch Culture Infiltration

RAN IN: North America

CLIENT
General Mills

Catherine Cox Draper, Business Unit Director

AGENCY
McCann New York *Lead Agency

Amanda Shapiro, Strategy Director
Sarah Watson, Global Strategy Director
Bill Wright, Global Executive Creative Director
James Dawson Hollis, Global Executive Creative Director
Amber Greenwalt, VP, Group Account Director
Emmanuelle Mehta, Account Supervisor
Caitlin Harris, Senior Copywriter
Ricky Anolik, Senior art director


Ketchum

Alison Borgmeyer, SVP, Group Manager


Mindshare


SUMMARY

After years of growing with adults, suddenly Cinnamon Toast Crunch was losing them. If we were going to win them back, we needed to take Cinnamon Toast Crunch out of the cluttered sea cereal brands, and put it into a place no one could ignore. Our resulting efforts hinged on what was happening in their world. If it was trending, we reappropriated it, creating new Cinnamon Toast Crunch experiences, and ironic cereal inventions that were too ridiculous to ignore, and just ridiculous enough to talk about. 

CASE STUDY

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CASE VIDEO


Hero Medium: PRODUCT DESIGN

Medium Featured On Video: BRANDED CONTENT;CONSUMER INVOLVEMENT/USER GENERATED;Viral (Consumer Involvement/User Generated);GUERILLA;Street Teams;INTERACTIVE/ONLINE;Brand Website/Microsite;Digital Video;Display Ads (Interactive/Online);Mobile/Tablet Optimized Website;PR;PRODUCT DESIGN;SOCIAL MEDIA

Audience: Young Adults (24-35)

Objectives: Increase sales, volume

Type: Business to Consumer

Classification: National

Language: English