Campaign:
Whole Grain Advantage
Client:
General Mills (Cereal Partners Worldwide)
Market:
Germany, Austria and Switzerland
Objective:
Create an on-pack campaign to promote the whole-grain advantage of CPW's cereal brands Nesquik, CiniMinis and Cookie Crisp.
Scope:
Bro and Sis LLC was hired right from the beginning of the project, and so we were able to start with a clean slate. The only parameters were to use CPWs already existing characters Nesquik Bunny and Chip.
We created the concept of the Whole Grain Team - a detective trio which works out of an underground compound underneath a whole-wheat field, and helps the local police solve unusual mysteries. We created and designed the three characters that make the team - Kai, Vicky and Max - and developed all of their looks and personalities.
Then we created a series of six collectible comic books featuring our new characters working with the client's existing characters - Nesquik Bunny and Chip - to solve the mysteries. Each book was 58 pages long and integrated the Whole Grain advantage message into the story
Finally, we delivered all of the needed design files to the client's printer and worked with them to ensure that the finished product was to client's satisfaction.
Results: Campaign completed successfully and 3 million books were distributed inside cereal boxes. |