March 4, 2009
Big G Goes Retro to Sell Cereal at Target
General Mills has gone retro with its cereal
boxes in an exclusive monthlong promotion with Target. Boxes of Big G’s
best-selling cereals, including Cheerios, Cocoa Puffs, Lucky Charms, Trix and
others, sport designs taken from the cereal maker’s archives with updated
product shots.
“Our brands have a history that spans
many young adults’ childhoods,” Kerry DeLaney, associate marketing
manager, Big G Cereals, said in a statement. “The retrobox concept
is a fun and unique way to create a package design that appeals to Target’s
guests.”
A General Mills spokesperson Kerry Delaney
told Ad Age, “We have even seen blog posts by consumers talking about the retro boxes.”
A RetailWire search found numerous
websites and blogs discussing the retro boxes.
As noted by Ms. Delaney, most of the commentary was positive. Numerous
posts discussed a promotion that allows consumers with five proof-of-purchase
labels to receive a free t-shirt at cerealwear.com.
A post on TheDieline.com, a website
dedicated to packaging design, offered a different perspective. The author
wrote, “My initial reaction was one of refreshing surprise — what
a pleasant treat for someone like me, who appreciates the aesthetics of
yesteryear. But almost immediately after, I found myself puzzled at intent.
Since most of these breakfast cereals are aimed at children, I wonder if
their effectiveness will be lost on today’s youth. Are the kid’s of today’s
ADD generation secretly fans of midcentury retro design? Perhaps the obvious
conclusion is that these retro designs are aimed at adults who would otherwise
not buy anything promoted by a cartoon rabbit.”
Discussion Questions: Does General Mills
have a winner with its retro box promotion? What is your take on the
exclusive arrangement between General Mills and Target to launch this
program? Where will General Mills go with the promotion next?
BrainTrust
Recent Discussions
Discussion Questions
Poll
Kudos to General Mills. These new cereal boxes are way cool.
Baby boomers should eat this up.
With such retailing milestones coming later this year like Great A&P’s 150th anniversary, what a great way to salute the past.
The retro boxes are a great in and out item for General Mills. They call attention to the brands and come with a fun, unique promotional offer. Kudos to General Mills for a successful marketing ploy.
To David’s point about our “remembering” for longer than we actually lived in an era–several old black & white western TV series that had only one or two seasons of episodes filmed have now been running in syndication for over 20 years. One nearer to 30. We don’t give up our icons and heroes easily!
Having said that, I’m not sure how many adults still revere the Trix Rabbit–but since I cut my marketing teeth on the Big G brands at about this time, I love seeing them back. (My only worry is that some of the boxes might still be coming out of the warehouses we originally shipped them to. Not all of our stuff was such a big hit!)
I was in Target this past weekend and noticed the Coco Puffs on an end cap; as a graphic designer I love the packaging. I haven’t had Coco Puffs in 30 years but I nearly bought some just for the box.
They should silkscreen the images on t-shirts. I’d buy one. I know a lot of people who would.
Now if the prices were the same as the year of the original pack design, they would really have a promotion. (Sorry, Gene – I wrote this before I saw that you had already said it.)
During these economically hard times, retro packaging calls attention to a hopefully happier and safer era as shoppers stroll the aisles of their favorite and likely troubled stores. This should prove a sales magnet as long as the pricing reflects the current economic climate.
Another example of “we need to see the data” before calling this successful. Hard to imagine there are enough of us children of the 50s and 60s still eating this [stuff] to show a meaningful kick in sales relative to packaging and handling costs. This said by a devotee of Cocoa Puffs, which I’ve always considered the real “breakfast of champions.”
Retro football and baseball jerseys worn by pro sports teams may have some nostalgic value to fans but I can tell you from my prior experiences with retro packaging in the CPG food business that it doesn’t work!
We spend small fortunes building our brand images with consumers and when we make changes to those images, we risk confusion about the brand and the contents of the package. The only successful retro-package promotions I experienced were supported with very strong price and/or free mail-in merchandise or rebate promotions.
At the end of the day, these types of package promotions only result in the manufacturer and their advertising agency having a feel-good experience…I would not recommend this tactic in today’s marketplace.
Living in the past has one thing in its favor–it’s cheaper. And if General Mills and Target sell those nostalgic cereals for past prices, I’ll buy. Otherwise, I perceive the highway with only nostalgia and Target traveling on it is a happy highway where we all once went but shall not enthusiastically travel again.
Retro-styled promotions are a simple and, thus far, effective marketing device which causes the customers to notice the product on the shelves.
Let’s face it, those who are shopping for family groceries will walk down the same aisles week after week and bypass all the product until they get to their traditionally-purchased product.
If something is different in the aisle, like retro packaging on cereal boxes and especially on cereal that they wouldn’t normally buy, they might stop and look. Even better, they may buy it.
I do believe that these kinds of promotions are effective for two reasons, they add some level of change to the mundane (I will not say they add excitement) which is pleasing to the customer and they will likely entice former customers back to the brand for nostalgia’s sake, at least for that one shopping trip!
My first thought was, how frightening that cereal boxes I grew up with are now called retro! On a more serious note, I do think this will appeal to parents more than kids, but it’s kids who have all the power in their cereal choices. Children are very attached to their favorite brands and are dismayed and confused any time there is a change in the image or packaging design. And I find it hard to picture the image of pouting children and a mother pleading with them to try the cereal.
Great move.
Everyone is looking for something of comfort today and even if your childhood was not so easy, most of us remember the good things. The retro boxes kind of make you feel good all over. The generation that was not brought up with the old boxes I think will also say, “Hey, that’s neat!”
The only concern; can they get enough mileage out of Target to make it really effective?
It’s worthwhile to test anything that calls attention to the product without having to make it into a loss leader. The Heinz ketchup bottles with witty sayings might not sell the same truckloads that selling below cost would, but the margin pain for Heinz and the supermarkets is a lot less. Special packaging appeals to upscale folks. The poor just price-shop.
I saw these in Target the other day and stopped, looked and purchased them because they were different. I thought that someone was really thinking and doing a fun revival of the old boxes was great.
Does it change the image of Lucky Charms? In my mind, no. It made me think how the brand evolved and grew. I thought it was great to see the old boxes and because of that, I bought there vs the Walmart with the modern boxes up the street. Did I pay more than Walmart? Yes. Did I receive a better value? The value was in its packaging, not just the product. I say yes, I received a better value.
Great idea! I truly think they will see a spike in sales of cereal. Although I’m not sure how much Target will experience an increase in sales of other products. But at least it will get people into the store.
In times like this, I think people turn towards things that remind them of better times. And who cares if the kids of have no idea what retro means. It’s the parents that buy.
I think it is a great idea. Next thing you know they’ll be selling a Nehru jacket bundled with plaid pants and a white belt.
Seriously, I do think they’ll see a bump in sales. I believe a lot of parents who are feeding their kids healthier cereals will give in and buy the brands they enjoyed as kids.
Going retro seems to be the dominant theme in marketing these days. I’m seeing retro packaging from many different manufacturers.
As far as an exclusive promotion, I don’t think you will see incremental sales from this type of pack change (unless there is a promo deal associated with it). I do not believe a large amount of new customers will purchase cereal at Target because of the boxes either. It’s all about value now. The best deal will get the sale. Big G and Target should focus more on value oriented promotions that offer something to the customer.
Retro pack changes are great and I personally do love them, but now it’s a different ball game and we need to focus on the giving the consumer something more.
The “retro” fad is starting to become longer lived than the actual period of time that we’re feeling so “retro” about. That said, if done right, I think the retro box cereal promotion could work well at Target, provided that the ‘Target’ consumer is old enough to feel “nostalgic” about boxes!
Groovy!
More Discussions
As Boomers ‘Age Out of Peak Purchasing,’ How Can National Brands Retain Interest With Gen Z?
According to a recent First Insight study titled “Is Gen Z Still Choosing Your Brand,” while…Is Supply Chain Volatility Here To Stay?
Can we expect an ongoing volatility to remain in terms of retail supply chain?Has Same-Day Delivery Become an Expectation Across Retail?
Are expectations around retail delivery speed in flux?
Kudos to General Mills. These new cereal boxes are way cool.
Baby boomers should eat this up.
With such retailing milestones coming later this year like Great A&P’s 150th anniversary, what a great way to salute the past.
The retro boxes are a great in and out item for General Mills. They call attention to the brands and come with a fun, unique promotional offer. Kudos to General Mills for a successful marketing ploy.
To David’s point about our “remembering” for longer than we actually lived in an era–several old black & white western TV series that had only one or two seasons of episodes filmed have now been running in syndication for over 20 years. One nearer to 30. We don’t give up our icons and heroes easily!
Having said that, I’m not sure how many adults still revere the Trix Rabbit–but since I cut my marketing teeth on the Big G brands at about this time, I love seeing them back. (My only worry is that some of the boxes might still be coming out of the warehouses we originally shipped them to. Not all of our stuff was such a big hit!)
I was in Target this past weekend and noticed the Coco Puffs on an end cap; as a graphic designer I love the packaging. I haven’t had Coco Puffs in 30 years but I nearly bought some just for the box.
They should silkscreen the images on t-shirts. I’d buy one. I know a lot of people who would.
Now if the prices were the same as the year of the original pack design, they would really have a promotion. (Sorry, Gene – I wrote this before I saw that you had already said it.)
During these economically hard times, retro packaging calls attention to a hopefully happier and safer era as shoppers stroll the aisles of their favorite and likely troubled stores. This should prove a sales magnet as long as the pricing reflects the current economic climate.
Another example of “we need to see the data” before calling this successful. Hard to imagine there are enough of us children of the 50s and 60s still eating this [stuff] to show a meaningful kick in sales relative to packaging and handling costs. This said by a devotee of Cocoa Puffs, which I’ve always considered the real “breakfast of champions.”
Retro football and baseball jerseys worn by pro sports teams may have some nostalgic value to fans but I can tell you from my prior experiences with retro packaging in the CPG food business that it doesn’t work!
We spend small fortunes building our brand images with consumers and when we make changes to those images, we risk confusion about the brand and the contents of the package. The only successful retro-package promotions I experienced were supported with very strong price and/or free mail-in merchandise or rebate promotions.
At the end of the day, these types of package promotions only result in the manufacturer and their advertising agency having a feel-good experience…I would not recommend this tactic in today’s marketplace.
Living in the past has one thing in its favor–it’s cheaper. And if General Mills and Target sell those nostalgic cereals for past prices, I’ll buy. Otherwise, I perceive the highway with only nostalgia and Target traveling on it is a happy highway where we all once went but shall not enthusiastically travel again.
Retro-styled promotions are a simple and, thus far, effective marketing device which causes the customers to notice the product on the shelves.
Let’s face it, those who are shopping for family groceries will walk down the same aisles week after week and bypass all the product until they get to their traditionally-purchased product.
If something is different in the aisle, like retro packaging on cereal boxes and especially on cereal that they wouldn’t normally buy, they might stop and look. Even better, they may buy it.
I do believe that these kinds of promotions are effective for two reasons, they add some level of change to the mundane (I will not say they add excitement) which is pleasing to the customer and they will likely entice former customers back to the brand for nostalgia’s sake, at least for that one shopping trip!
My first thought was, how frightening that cereal boxes I grew up with are now called retro! On a more serious note, I do think this will appeal to parents more than kids, but it’s kids who have all the power in their cereal choices. Children are very attached to their favorite brands and are dismayed and confused any time there is a change in the image or packaging design. And I find it hard to picture the image of pouting children and a mother pleading with them to try the cereal.
Great move.
Everyone is looking for something of comfort today and even if your childhood was not so easy, most of us remember the good things. The retro boxes kind of make you feel good all over. The generation that was not brought up with the old boxes I think will also say, “Hey, that’s neat!”
The only concern; can they get enough mileage out of Target to make it really effective?
It’s worthwhile to test anything that calls attention to the product without having to make it into a loss leader. The Heinz ketchup bottles with witty sayings might not sell the same truckloads that selling below cost would, but the margin pain for Heinz and the supermarkets is a lot less. Special packaging appeals to upscale folks. The poor just price-shop.
I saw these in Target the other day and stopped, looked and purchased them because they were different. I thought that someone was really thinking and doing a fun revival of the old boxes was great.
Does it change the image of Lucky Charms? In my mind, no. It made me think how the brand evolved and grew. I thought it was great to see the old boxes and because of that, I bought there vs the Walmart with the modern boxes up the street. Did I pay more than Walmart? Yes. Did I receive a better value? The value was in its packaging, not just the product. I say yes, I received a better value.
Great idea! I truly think they will see a spike in sales of cereal. Although I’m not sure how much Target will experience an increase in sales of other products. But at least it will get people into the store.
In times like this, I think people turn towards things that remind them of better times. And who cares if the kids of have no idea what retro means. It’s the parents that buy.
I think it is a great idea. Next thing you know they’ll be selling a Nehru jacket bundled with plaid pants and a white belt.
Seriously, I do think they’ll see a bump in sales. I believe a lot of parents who are feeding their kids healthier cereals will give in and buy the brands they enjoyed as kids.
Going retro seems to be the dominant theme in marketing these days. I’m seeing retro packaging from many different manufacturers.
As far as an exclusive promotion, I don’t think you will see incremental sales from this type of pack change (unless there is a promo deal associated with it). I do not believe a large amount of new customers will purchase cereal at Target because of the boxes either. It’s all about value now. The best deal will get the sale. Big G and Target should focus more on value oriented promotions that offer something to the customer.
Retro pack changes are great and I personally do love them, but now it’s a different ball game and we need to focus on the giving the consumer something more.
The “retro” fad is starting to become longer lived than the actual period of time that we’re feeling so “retro” about. That said, if done right, I think the retro box cereal promotion could work well at Target, provided that the ‘Target’ consumer is old enough to feel “nostalgic” about boxes!
Groovy!