General Mills has gone retro with its cereal
boxes in an exclusive monthlong promotion with Target. Boxes of Big G's
best-selling cereals, including Cheerios, Cocoa Puffs, Lucky Charms, Trix and
others, sport designs taken from the cereal maker's archives with updated
product shots.
"Our brands have a history that spans many young adults' childhoods," Kerry DeLaney, associate marketing manager, Big G Cereals, said in a statement. "The retrobox concept is a fun and unique way to create a package design that appeals to Target's guests."
A General Mills spokesperson Kerry Delaney told Ad Age, "We have even seen blog posts by consumers talking about the retro boxes."
A RetailWire search found numerous websites and blogs discussing the retro boxes. As noted by Ms. Delaney, most of the commentary was positive. Numerous posts discussed a promotion that allows consumers with five proof-of-purchase labels to receive a free t-shirt at cerealwear.com.
A post on TheDieline.com, a website dedicated to packaging design, offered a different perspective. The author wrote, "My initial reaction was one of refreshing surprise -- what a pleasant treat for someone like me, who appreciates the aesthetics of yesteryear. But almost immediately after, I found myself puzzled at intent. Since most of these breakfast cereals are aimed at children, I wonder if their effectiveness will be lost on today's youth. Are the kid's of today's ADD generation secretly fans of midcentury retro design? Perhaps the obvious conclusion is that these retro designs are aimed at adults who would otherwise not buy anything promoted by a cartoon rabbit."
Discussion Questions: Does General Mills have a winner with its retro box promotion? What is your take on the exclusive arrangement between General Mills and Target to launch this program? Where will General Mills go with the promotion next?