Cheerios has been sold since 1941 and still leads the category. The General Mills playbook: FDA heart-health claim, Buzz the Bee, Bring Back the Bees, the 2013 Just Checking ad, and gluten-free reformulation.
General Mills runs one of the most disciplined house-of-brands operations in CPG. Cheerios, Pillsbury, Betty Crocker, Yoplait, Nature Valley, Annie's, Häagen-Dazs. The architecture, the character IP, the major acquisitions, and the cereal category posture.
EPR's canonical General Mills pillar — the 100+ brand portfolio (Cheerios, Wheaties, Lucky Charms, Pillsbury, Yoplait, Blue Buffalo), the iconic campaigns (Wheaties Breakfast of Champions, Cheerios heart-health, Bring Back the Bees), the crisis architecture, the sustainability discipline.