Breakfast Challenge

Cereal companies are seeing a of decline in sales, a trend that “Euromonitor International stat that shows the category has dropped by nearly $4 billion since 2000.”  Now, they are trying to use nostalgia as a way of brining back customers.   Companies are trying to focus their ads on Gen-X and Baby Boomers with ads such as these that have recently debuted:

It has never been new that “breakfast is the most important meal of the day,” but a lot of millennials are always in such a hurry they don’t have time to sit down and eat breakfast in the morning.  Most just “grab and go” on the way out the door.

Let’s face it, we all know now the most delicious cereals are seriously bad for us.  (Hello Lucky Charms, Fruit Loops, Cap’n Crunch…I’ve missed you.)  When you’ve grown up with the idea of cereal being a sugary treat, it is difficult to switch out the frosted flakes for a hearty bowl of Kashi Go-Lean Oat Squares.  Some companies such as General Mills, have lowered their sugar levels in recent years with the popularity of high-protein and gluten-free diets, but the sales figures still do not prove the stratigies to be working.  General Mills has reported that their yogurt sales, on the other hand, have risen over recent years.

Americans have become very health conscious in the recent decade.  Even McDonalds changed the beloved Happy Meal to include a smaller “small fry” and includes a packet of apple slices.  That is certainly not the Happy Meal I knew and loved.  So, it is not surprising with their high sugar content, that cereal companies are struggling today.  In my opinion, unless they find a way to make Lucky Charms “healthy” and still taste great, cereal companies will continue to struggle in sales.

Rudy, M. (2014, September 11). Cereal Sales Keep Declining, So Some Brands Try Nostalgia. Retrieved September 14, 2014, from http://www.adweek.com/news/advertising-branding/cereal-sales-remain-soggy-posing-big-challenge-brands-160063

“Kellogg’s® Cereal and Milk.” YouTube. YouTube, n.d. Web. 14 Sept. 2014. <https://www.youtube.com/watch?v=0DPL-Y3f-sQ&list=UU-vvba8QkD2fRmHZHT81YDw&gt;.

“Lucky Charms Pentatonix commercial.”YouTube. YouTube, n.d. Web. 14 Sept. 2014. <https://www.youtube.com/watch?v=uwQxviY2cSU&gt;.
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3 thoughts on “Breakfast Challenge

  1. Cereal such as “Lucky Charms, Fruit Loops, Cap’n Crunch” really have always been more of a treat that an option of “part of a healthy breakfast” for me. Growing up, these would be the type of cereals my grandma would get me and not my mom. My mom was more of a Honey Nut Cheerios or Special K kind of cereal person. To sum it up, my mom tried to get her kids to eat the healthy, less pure sugar cereals. As good as they taste, they are definitely not good for you. I don’t eat them now so personally I am not shocked at the rise of health-concious americans that you pointed out.

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  2. I think that the use of Derek Hough and Pentatonix to advertise these cereal brands is a smart way to being their marketing campaigns into the 21st century. With teenagers these days skipping breakfast more and more often (I am guilty of this on a weekly basis), it is a good idea to adjust advertising campaigns to include individuals or groups that young people are familiar with. This makes the commercials easier for the target demographic to identify with, and the hashtags included at the end of the Lucky Charms ad also makes it clear that they want the ads to be more visible to a younger audience.

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  3. By addressing the certain attribute of the product, we can simply achieve the marketing goal. I think it’s very smart for Derek Hough and Pentatonix to invoke people’s memory about cereal and breakfast. It’s the right campaign direction instead of using uncomfortable sexy or other topics.

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