General Mills to advertise its Cheerios brand cereal during Super Bowl

Nevin Barich

Nevin Barich

ST. PAUL, Minnesota , December 4, 2013 () – 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

* All content is copyrighted by Industry Intelligence, or the original respective author or source. You may not recirculate, redistrubte or publish the analysis and presentation included in the service without Industry Intelligence's prior written consent. Please review our terms of use.

Share:

About Us

We deliver market news & information relevant to your business.

We monitor all your market drivers.

We aggregate, curate, filter and map your specific needs.

We deliver the right information to the right person at the right time.

Our Contacts

1990 S Bundy Dr. Suite #380,
Los Angeles, CA 90025

+1 (310) 553 0008

About Cookies On This Site

We collect data, including through use of cookies and similar technology ("cookies") that enchance the online experience. By clicking "I agree", you agree to our cookies, agree to bound by our Terms of Use, and acknowledge our Privacy Policy. For more information on our data practices and how to exercise your privacy rights, please see our Privacy Policy.