Kellogg's Frosted Mini-Wheats

In 2010, our Razorfish team held a digital AOR relationship with Kellogg’s, which resulted in opportunity to elevate several CPG brands, including Frosted Mini-Wheats. Mini-Wheats are beloved cereal with decades of brand awareness and cachet, but the product suffered from lack of definition as health-market competitors flooded the space for fiber-first cereal options and, on the flip side, less healthy competitors doubled down on their fun, sugar-first market share. Mini-Wheats was stuck squarely in between, a challenging spot that we turned into an opportunity.

Instead of moving toward one side or the other, we decided to own Mini-Wheats’ position as the cereal that gives you the fiber and energy you need to take on your day, while having a little fun at the same time. We created digital advertising and online gaming that allowed users to have a great time with the brand, but also reminded them of the real energy benefits of starting their day with such a fiber-packed cereal.

Team: Xavier Wynn, Dan Morales, Tim Sheridan

Deliverables & Contributions:
Concepting, UI lead