General Mills appears to have a few Trix up its sleeve (excuse the pun) as it deploys new tactics in the quest for presence at shelf. For a limited time, General Mills is re-issuing vintage box designs of Lucky Charms, Honey Nut Cheerios, Cocoa Puffs, Trix, Kix, Wheaties, and Golden Grahams. The retro boxes will be available exclusively at Target.
While younger cereal eaters may not be initially attracted to the retro feel of the boxes, GM may be reaching for another audience: consumers who have long strayed from childhood brands.
General Mills was wise to pair with Target, who has been setting itself apart with innovative shopping concepts as of late. Millennial Manhattinites recently flocked to Target’s Bullseye Bodega, a pop-up concept store modeled after traditional NYC corner stores featuring guest designers, accessories, beauty products, and housewares at traditional low prices. By offering specialty, limited-edition designs, retailers like Target are able to catch the attention of increasingly brand-averse consumers interested in playful & engaging shopping experiences.
We're tempted to go purchase a few boxes and line our kitchen cupboards with them.
Anyone else think we'll start to see this in TV commercials, too?
Posted by: BreeAnna | Wednesday, March 11, 2009 at 01:09 PM