http://www.cheerios.com/ourCereals/FruityCheerios/FruityCheerios_home.aspx
What drives great marketers to moments of madness? Both Kellogg’s and General Mills are highly respected marketers who have weathered the Atkins diet with grace and generally launch cool new products like Nutri-grain bars (Big K) and Froot Roll ups (Big G). So how to explain a recent bout of mutual marketing madness? First up was Big K launching the atrociously named “Tiger power” where they pasted Tony the Tiger on a box of imitation Cheerios to attack – yes – Cheerios. The re-badging was completely flimsy. Did anyone truly believe that such a sham would topple the mighty Cheerios?
The product came and went as any decent marketer would have predicted and one would expect the category to return to regular, every day good marketing practice. But no, Here comes the big G. Thay have re-badged healthy Cheerios with sugar and artificial colors to attack the legendary Froot Loops with ….Aaaaaaaaaaaargh…Fruity Cheerios. How is it possible? It is such a bad idea. It not only will fail to dent Froot Loops, but it will cast a nasty halo on the parent brand.
Comments