General Mills to advertise its Cheerios brand cereal during Super Bowl
ST. PAUL, Minnesota
December 4, 2013
(St. Paul Pioneer Press)
– Cereal bowl, meet Super Bowl.
General Mills said Wednesday that for the first time ever, it plans to advertise its flagship Cheerios cereal during the big game.
The Golden Valley-based foodmaker is keeping details of its Super Bowl ad under wraps, but it did drop a few hints.
"Historically, what's really worked for Cheerios is emotional storytelling that involves families and children, and connections and relationship," Camille Gibson, vice president of marketing for Big G cereals, said on the corporate blog. She promised "a beautiful story about a family and their love for each other."
That alone would make it different from many Super Bowl ads, which have a history of trying to be edgy, or snarky, or filled with busty women and clueless dudes.
The Super Bowl virtually always rates as the year's highest-rated telecast. Last year's game between the Baltimore Ravens and San Francisco 49ers drew 108 million viewers, the third-largest number in history.
Cheerios has historically been the United States' top-selling cereal, although in recent years that spot has been taken over by its younger sibling, Honey Nut Cheerios.
Tom Webb can be reached at 651-228-5428. Follow him at twitter.com/TomWebbMN.
(c)2013 the Pioneer Press (St. Paul, Minn.)
Visit the Pioneer Press (St. Paul, Minn.) at www.twincities.com
Distributed by MCT Information Services