A familiar brand.
A reason to choose it again.

I started by questioning what had changed.

My early notes asked whether Cheerios had kept up with its audience as their needs changed. I considered several possibilities: the product itself, the packaging, the message, and the appeal of newer options on the shelf.

I explored changes in interest around protein, simple ingredients, convenience, and new ways to eat cereal. I also looked at the trust and familiarity Cheerios had already built.

I took the research into the cereal aisle.

I photographed store shelves to see how Cheerios appeared beside competing products. I looked at packaging, the benefits brands emphasized, and the range of choices a shopper encountered.

My competitor research considered both familiar cereal brands and newer options drawing attention to protein or ingredients. Seeing them together made the challenge more concrete: Cheerios had to give people a reason to choose it in a crowded aisle.

I used consumer data to get more specific about the audience.

I worked with MRI Simmons data to compare Cheerios consumption across household types and life stages. Our analysis pointed to a strong relationship with households raising young children, alongside an established older audience.

This helped me think beyond “young adults.” Parents choosing breakfast for toddlers had different needs from students buying groceries for themselves. I used those differences to help explain whom we should prioritize and how the campaign could speak to them.

I looked up where General Mills wanted to grow.

I researched General Mills’ fiscal 2026 priorities because I wanted our proposal to support the direction the company was already taking. Its investor materials identified Hispanic households as an important audience for growth.

This gave me a clearer way to explain why our audience mattered. The recommendation connected a creative opportunity with a stated company priority.

I developed the reasoning behind the Disney connection.

I explored Hispanic parents who grew up watching Disney Channel and were now raising children of their own. I also considered older relatives who remembered those shows from when their children were young.

To investigate the media side, I brought in Nielsen research showing that Hispanic audiences devoted more of their television time to streaming than the overall U.S. audience. That made streaming a relevant place to consider reaching them.

How the idea became something to pick up

Our team carried that connection into a collectible packaging series. Each show offered a different point of recognition, while the yellow box and shared message kept the collection connected to Cheerios.

The booklet describes all three editions and pictures the Hannah Montana box. The other two designs are from the team gallery already on my portfolio.

I helped turn the research into choices.

My role included bringing the findings together and developing the SWOT. Our situation analysis identified three priorities: sharpen the audience focus, strengthen the digital presence, and address changing expectations around health.

I connected the consumer and company research to the audience recommendation in our strategy. That gave the team a basis for deciding whom to reach, what to emphasize, and why nostalgia could be meaningful for this campaign. The final booklet brings that thinking into the creative framework and executions.