CHEERIOS GETS TO THE HEART OF THE MATTER
By Adnews Staff
A new red heart-shape cereal bowl on boxes of Cheerios cereal marks the first significant change in the brand's packaging in the past forty years. The new heart-shape bowl replaces the traditional round cereal bowl that previously appeared on the brand's yellow cereal boxes in Canada. Dale Storey, marketing manager for General Mills Canada Inc. of Mississauga, Ontario, explained there were two reasons behind the change in packaging. The first was because the new heart-shape bowl was more visually appealing to the consumer and the second was because the change more accurately reflected the brand's positioning. The new boxes began rolling out across Canada this week. General Mills is supporting the launch with an on-package promotional giveaway. A new television commercial for the brand called "Moving Day" is also scheduled to launch this week featuring the new packaging for the first time. The spot was created by U.S.-based Saatchi and Saatchi and adapted for the Canadian market by Cossette Communication Marketing of Toronto. Public relations for General Mills Canada is handled by Optimum Public Relations of Toronto.