Cannes Lions

WHEATIES BREAKFAST CEREAL

SAATCHI & SAATCHI, New York / GENERAL MILLS / 2006

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Overview

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Credits

Overview

Execution

The consumer walks out of the store carrying the bag, and it gives them confidence to walk "showing off" their new in-shape body, inspired by the Wheaties bag.

Outcome

The bag helped to re-ignite interest in the brand.“My roommates all passed the bag around and posed for pictures with it.” – Geoff Bentz, New York“It gave me the perfect opportunity to tell my husband it was time to hit the gym.” Louisa Luna, New York

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2023, MONDELEZ INTERNATIONAL

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