CHEERIOS ROCKETS INTO NEW MILLENNIUM
By Adnews Staff
General Mills Canada, Inc. of Mississauga, Ontario is entering the millennium with a new tagline and a new creative campaign for its Cheerios brand. Working with Cossette Communication Marketing of Toronto, the new campaign is called "Rocketship" and features the new tagline "It all starts here". The new tagline replaces the previous tagline "The one and only", which General Mills used for the last 45 years of Cheerios brand building. According to General Mills Canada, marketing manager, Halinka Dybka, the new tagline is designed to reflect that Cheerios is the right cereal to start with and stay with throughout your life. The new creative includes a two-year-old boy and his mother. While mom is talking on the phone, Joshua Graham overhears a television report about NASA's Mars space expedition and using his Cheerios, makes a rocketship. The spot closes with a close-up on the Cheerios yellow box and the new tagline "It all starts here." The national television spot debuted on the weekend and is scheduled to run throughout the summer. General Mills Canada, Inc. markets a range of brands including Cheerios and Betty Crocker products. PR for General Mills Canada, Inc. is handled by Strategic Objectives of Toronto.