In a bold move to redefine breakfast for teens and tweens, the introduction of Loaded cereals (Loaded Cinnamon Toast Crunch, Trix and Cocoa Puff) by General Mills marks a significant shift towards maximalism in the breakfast food sector. This innovative campaign aimed to make teens "Cereal Rich" by enhancing their morning routine with a luxurious and over-the-top cereal experience. By incorporating vanilla crème into beloved cereal brands, Loaded cereals offer a new, surprising way to start the day.
Background
The concept of maximalism, characterized by its lavishness and abundance, has been trending across various lifestyle segments, particularly among Gen Z. However, this trend had yet to make a significant impact in the food industry, especially in the breakfast category. Recognizing this gap, the team behind Loaded cereals saw an opportunity to introduce maximalism to breakfast tables everywhere, targeting families with teens and tweens who are active on social media platforms like TikTok.
Challenge
The primary challenge was to launch a new product line that stood out in the crowded breakfast market while appealing to a demographic known for its rapidly changing tastes and preferences. The goal was to grow market penetration by re-engaging lapsing teen households and introducing them to a novel breakfast concept that resonates with their desire for unique and share-worthy experiences.
Strategy
General Mills partnered with Zagwear to create limited edition swag. The swag items include: Crown Cereal Bowl, Luxe Robe, and a Jade roller that doubles as a spoon. Three exclusive swag bundles are available on https://livinloadedcereal.com/ which created anticipation and offered fans a unique way to engage with the brand. The campaign leverages the power of Gen Z creators at the heart of the maximalist movement. These influencers showcase how Loaded cereals offer the ultimate way to "max out" breakfast, encouraging teens to embrace the "cereal rich" lifestyle.
Execution
The campaign execution was multifaceted, combining innovative product development with a dynamic marketing strategy. In addition to partnering with Gen Z creators and utilizing paid media, merchandise drops were crucial in this campaign. General Mills, in partnership with Zagwear, launched three exclusive swag bundles on livinloadedcereal.com, each designed to appeal to different aspects of the "Cereal Rich" lifestyle.
- Gold Collection Features Crown bowl, LOADED Robe, Spoon jade roller and all three cereal SKU’s
- The Gold Collection is the only option that features a luxe, metallic crown bowl so you can make the whole kitchen shimmer.
- Luxe Collection: LOADED Robe, Spoon jade roller and all three cereal SKU’s
- The Luxe collection highlights the lavish plush robe that has the “LOADED” emblem embroidered on the front.
- Jade Collection: Two spoon jade rollers and all three cereal SKU’s
- The Jade Collection features two, 2-in-1 jade roller + spoons so you can dive into the delicious cereal and share with a friend!
Conclusion
By engaging directly with the Gen Z audience through social media and exclusive merchandise, the campaign not only introduces a new product line but also creates a new breakfast culture. This case study demonstrates the power of aligning product development with current cultural trends, leveraging social media influencers, and offering exclusive merchandise to create a comprehensive and engaging brand experience.
Source: General Mills
