Magazine article Marketing

Cheerios

Magazine article Marketing

Cheerios

Article excerpt

Promoting Canada and Canadians is currently the rage with marketers, and here is another example. Cheerios' "Supporting the Dreams of Canada's Athletes"-now that's a program with heart. Canadian athletes often struggle in anonymity to train and compete without adequate resources. This promo with athlete Simon Whitfield hits all our hot buttons: Canada, sport and healthy eating. A triple win.

It's a darn shame that the package designers were unable to pull off the integration of these lofty ideas on the front of the box. The uncomfortable separation of the athlete and the brand heightens the detachment of all that is good about the idea. The tiny size relegates the athlete to a poor second behind the brand. Whitfield is an Olympian, for gosh sakes, yet he appears as an apparent afterthought. The back of the box-a huge opportunity to provide some good breakfast reading to millions of consumers-again lacks depth and insight into this great Canadian athlete. While the scrapbook approach has merit, the choice of pictures, content and lack of visual energy leave us tired, not pumped. …

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