Apple Cinnamon Cheerios aims to position itself as a fun, tasty cereal that is also healthy for kids. It will launch a mascot and in-store displays to communicate its healthy benefits of apples and cinnamon while maintaining its fun image. This will help boost its visibility and sales. The brand expects to more than double its sales over the next few years by capturing the healthy and fun kids cereal segment.
3. Brand Strategy Positioning ACC as a fun, tasty cereal that is also healthy for kids! Healthy! Fun! Display! BRAND IMAGE BRAND VALUE BRAND VISIBILITY
4. Image Why a mascot? Children react more to images than words Align brand image with children’s values Create a positive relationship between the child and the brand that can be carried into adulthood Capture share of life for a segment where share of wallet is not possible
5. Value Did you know that apples help protect and strengthen your bones? Why Health? Increasing demand for healthy products that kids would actually like There are no competitors for the healthy & fun kids segment ACC is already healthy, same calories as Special K! ACC is made with apple puree and real cinnamon but it is not communicated Made with real cinnamon and apples !
6. Visibility Why Visibility? Opportunity to stand out Focus on kids’ cereal area Expand on healthy benefits Innovative displays with low costs Did you know that apples help protect and strengthen your bones?
