The Idea Brought To Life:

LIFE® CEREAL INTRODUCTION
"Bringing Chocolate to Life."

OBJECTIVE
Assure a successful introduction of the newest Life cereal variety—Life Chocolate Oat Crunch.

STRATEGY
Flank traditional advertising with 360° integrated marketing campaign.

CULTUREWAVES®
(Flexible Flux™)
A little good and a little bad.

(Sensory Appeal™)
Real chocolate intermixed with crunchy oat goodness gives consumers a double dose of sensory fun.

(Clockless™)
Extends cereal beyond breakfast to serve as a better snacking alternative.

RESULTS
Sales during the first 4 weeks doubled the volume achieved during the successful launch of Life Cereal Vanilla Yogurt Crunch, outpacing it in every region of the country.