CASE STUDY: Cheerios

CASE STUDY: Cheerios

Emotional Audience Definition

Cheerios came to us looking to better understand the emotional DNA of their target audience and how the brand could connect with them on a deeper level than breakfast. Our Passion Points™ Consumer Connection Study revealed that the number one distinguishing characteristic of Cheerios’ growth consumer was a deep belief in the power of character and kindness and a dogged determination to model this behavior to their children in the world around them. The study also showed that only one cereal brand, Cheerios, could rightly claim character and kindness as equities. Authentic, culturally relevant, and emotionally resonant, Cheerios “Good Goes Round” and “Million Acts of Good” campaigns have been driving volume growth in a shrinking category ever since their launch.