I'll bet you never thought breakfast cereal would encourage you to sit on the couch all night, did you?

 
froot loops close up

A MINUTE TO SKIM IT

 

Challenge

The cereal industry has been in decline for a decade because of the cultural shift to healthier and faster breakfast options. How can Froot Loops break away from the category’s downward spiral?

Key Learnings

Gen Y preferred eating cereal as a snack while binging tv and they look forward to staying in for the night.

Insight

Staying in is its own kind of adventure.

Opportunity

Staying in is something to get excited about! Froot Loops can celebrate it and create a new eating occasion outside of the breakfast arena.

Strategy

Embrace the UnAdventure. 

Target

The Stay-Ins who are treating themselves to a night on the couch.

Creative Concept

Answer the Call of the Couch

 
 

 
 

A CLOSER LOOK

 
 

 
 

Business Problem

Every cereal commercial used to say, "part of a balanced breakfast," but not anymore. The trend towards more conscious eating habits has left cereal behind.

Big cereal companies pushed back with claims like “made with whole grain” and “an excellent source of fiber.” But cereal has still been in decline for the last decade. How can Froot Loops break away from the category's downward spiral?

 
 

OUR BRAND

Froot Loops is “always in beta.” They have never been afraid to try things that other cereal brands wouldn’t. They use "special edition" flavors as a way to test new products and have created branded products from bicycles to lip balms.  

Currently, the "Whatever Froots Your Loops" campaign is targeting millennials. But we wondered if the "do what you want" messaging was the right way to talk to them.

 
 

 
 

Research MEthods

I hung out in the cereal aisle to see who was buying what cereals and spoke to shoppers.

We surveyed 350 people about their cereal eating habits.

We conducted an eat-a-long focus group to see what people thought about Froot Loops.

 
 

Takeaways

People buy “good for you” and “bad for you” cereals at the same time.

52% of people surveyed eat cereal as a snack.

Cereal lives in no man’s land between “plenty of time” to make breakfast and “no time.”

 
 

Key Learnings:

For millennials, cereal's home was on the couch, not the breakfast table. 

About 75% of people we talked to said they snack on cereal while watching tv, Netflix, or movies.

I’m not worried that I’m going to miss out on anything when I stay in now. I have plenty of things to keep me entertained. I look forward to staying in!
— Sarah, focus group participant
couch
 
 

INSIGHT

Staying in is its own kind of adventure.

 

Opportunity

Staying in is something to get excited about! Froot Loops can celebrate it and create a new eating occasion outside of the breakfast arena.

 
 

 
 

STRATEGY

 
 

Embrace the UnAdventure.

 
 

 
 

TARGET

 
 

The Stay Ins

The UnAdventure happens when you’ve had the courage to say "no" to a night out on the town with all your friends. The Stay Ins aren’t afraid of missing out because all the adventure they need is happening on the tv. They are treating themselves to a night of doing nothing.

 
 

 

New packaging and Line Extensions

A resealable bag that stands out in the snack aisle.

A resealable bag that stands out in the snack aisle.

Vending machine sized option for indulging on the go.

Vending machine sized option for indulging on the go.

In the name of indulgence, Froot Loops will release cartons of cereal milk and cereal milk ice cream. 

 
new products
 
Current logo

Current logo

New logo

New logo

New pattern

New pattern

 

 
 

Creative Concept

Answer the Call of the Couch

To be the first cereal to own indulgence, we have to own the capital of snack world, the couch. A series of stunts and partnerships will culminate in the ultimate night in on the year's biggest night to go out.

 
During the late summer moving season, a partnership with IKEA will put Froot Loops next to your new couch.

During the late summer moving season, a partnership with IKEA will put Froot Loops next to your new couch.

In the fall we will give away the Wheel of Fortune vacation everyone really wants: an all inclusive excuse not to get off the couch. It includes an IKEA living room set and a lifetime supply of Froot Loops.

In the fall we will give away the Wheel of Fortune vacation everyone really wants: an all inclusive excuse not to get off the couch. It includes an IKEA living room set and a lifetime supply of Froot Loops.

During the busy holiday travel season, we will create airport couch lounges that you can only access if your flight is delayed or cancelled.

During the busy holiday travel season, we will create airport couch lounges that you can only access if your flight is delayed or cancelled.

 

Finally, we get to the biggest party night of the year. The one night where everyone’s going out, yet no one actually wants to.

Froot Loops encourages everyone to say "yes" to their couches on NYE. Anyone that buys a Froot Loops product during the National Couch Sit In will get a free GrubHub delivery code. They can treat themselves to some good food while they revel in the joy of missing out.

 

Radio and Social video promos will drive traffic to our Facebook Anti-Event. 

facebook event
 

 
 

Why it works

We're not abandoning Toucan Sam. We’re just recognizing a hidden consumer behavior to create more ways to enjoy the brand.

 

A complete night in brought to you by: 

Allison Rinaldi - Art Director // Allie Carr - Copywriter // Angelica Ortiz - Experience Designer

Joe Baumgardner - Creative Brand Manager // Hieu Nguyen - Creative Brand Manager // Nick Carr - Strategist