Berry Burst Cheerios Makes A Match Made in Heaven

Firm: Padilla Speer Beardsley Inc.- Minneapolis
Client: General Mills
Specialty Area: Marketing PR
Date: 04/20/2006


How do you create buzz about a new cereal when you're third to market and cereal sales are soggy? General
Mills' answer was Berry Burst Cheerios, the first-ever pairing of fruit and Cheerios. The Berry Burst Cheerios
PR program bowled over the competition by touching a romantic nerve with its female target, and dishing it
up with '70s heartthrob David Cassidy. From the Wall Street Journal and USA Today, to CNN and The Today Show, consumer awareness exceeded the program's objectives, delivering more than 300 million impressions. Importantly, Berry Burst Cheerios has become one of the most successful product launches in General Mills' history.