Launch a New Product

Berry Burst Cheerios:
A Match Made in Heaven

When General Mills created Berry Burst Cheerios, the company hired Padilla Speer Beardsley to generate trial, awareness and sales. PSB developed a creative product launch campaign that struck a romantic chord with its baby boomer female audience. It featured 70s heart-throb David Cassidy, whose hit song, “I Think I Love You,” was being featured in product advertising. A nationwide singing contest was created, giving one lucky winner the chance to sing a duet with the celebrity. Media relations efforts resulted in 279.5 million total impressions, nearly doubling the original goal. The campaign exceeded all sales and awareness goals, and was deemed one of the most successful launches in General Mills’ history.