4/6/09
On March 26, Ralcorp Holding announced that they were launching a new campaign for Post Grape Nuts cereal, targeting men, who apparently have been the primary eaters of the product all along.
The web based campaign features a special website on MSN with dozens of two minute videos hosted by ESPN personality Kenny Mayne. The site offers “The Guy’s Manual” with tips on topics like restoring cars, and advice on things such as how to ask for a raise during a recession. Print ads will run in Sports Illustrated. The new tagline, developed by Ogilvy & Mather is: “That takes Grape Nuts”.
Before the brand was bought last year, Kraft ran advertising for it targeting women gatekeepers with ads on daytime soaps and Oprah, focusing on a healthy eating message. The premise was that since they women were doing the buying, they were the decision makers. But are they? I usually ask my husband what cereals he would like before I go to the store. The article referenced below, was written by a man who thinks it’s about time. What do you think?
Seymour, C. (2009). Grape nuts: New Advertising Campaign Targets Men. ultimateworkathomedads.com. Retrived April 6, 2009 from
http://ultimateworkathomedads.com/gold/archives/219
The web based campaign features a special website on MSN with dozens of two minute videos hosted by ESPN personality Kenny Mayne. The site offers “The Guy’s Manual” with tips on topics like restoring cars, and advice on things such as how to ask for a raise during a recession. Print ads will run in Sports Illustrated. The new tagline, developed by Ogilvy & Mather is: “That takes Grape Nuts”.
Before the brand was bought last year, Kraft ran advertising for it targeting women gatekeepers with ads on daytime soaps and Oprah, focusing on a healthy eating message. The premise was that since they women were doing the buying, they were the decision makers. But are they? I usually ask my husband what cereals he would like before I go to the store. The article referenced below, was written by a man who thinks it’s about time. What do you think?
Seymour, C. (2009). Grape nuts: New Advertising Campaign Targets Men. ultimateworkathomedads.com. Retrived April 6, 2009 from
http://ultimateworkathomedads.com/gold/archives/219
