Tag

Lucky Charms

General Mills: How Character IP Built the Most Durable Mascot Portfolio in CPG

General Mills built the most durable character IP portfolio in American CPG — Betty Crocker, the Pillsbury Doughboy, Lucky the Leprechaun, the Trix Rabbit, BuzzBee. Synthetic personas, refresh cadences, removal-as-strategy, parody-resistance.

EPR Editorial Team · Jul 11, 2016

CPG

General Mills: The CPG House of Cheerios, Pillsbury, and Betty Crocker

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 Editorial Team · Jun 6, 2015