This document provides an advertising plan for Fiber One cereal. [1] It analyzes societal and family factors influencing consumer breakfast choices. [2] It examines Fiber One's position in the cereal and competing categories. [3] Recent Fiber One campaigns are summarized and a SWOT analysis of the brand is presented. [4] The document outlines a brand vision, identity, and environment to reposition Fiber One to a younger, healthier audience through advertising.

1. Advertising plan
Prepared by
Lisa Griswold Priyanka Nigam Nikola Sudelija

2. Situation Analysis
Societal Factors Family
Factors
54% of Americans In 2011, 36% more
cite they are watching families reported they
their diet are cooking and eating
at home than in 2010
In 2010, 27.5% of U.S.
adults were obese (up
3% from 2005)

3. Breakfast Category Analysis
HEALTH, HEALTH, HEALTH Cereal Category
 Fiber-enhanced products dominate  Entire breakfast cereal market is an
the market estimated: $10.2 billion
The demand is for products that offer:  General Mills is 2nd in the market (28%)
 Lower sugar  FiberOne market: 75 million consumers
 Fiber-enriched  Despite the recession, consumers are still
 Whole grain willing to pay more for a fiber-enriched
 Gluten-free product
 Organic
PROBIOTICS

4. Competing Breakfast Categories
In-house Out-of-house
• Hot cereal • Fast food
• Yogurt & keifer • Coffee shop
Granola
Fruit
• 60% of households eat cold cereal 10 times w/i a week
• 8-to-1 prefer cold cereal over hot cereal

5. Brand Overview
FiberOne is FiberOne expands 11.8% market
2005
2012
1985
created, a part of product base to share in the „low
“Big G” product yogurt, brownies, sugar‟ category;
line, emphasis on etc. growing global
whole grain market

6. Recent Campaigns
2007 Campaign
 “Cardboard no. Delicious yes”
 Mr. Mehta as expert witness
 Emphasis on taste & health
 Resulted in a 38.2% sales rise in
2008
2012 Campaign
 “Fiber Beyond Recognition”
 Emphasis on health & low
calorie component

7. SWOT Analysis of Fiber One
Weaknesses
Strengths
 Viewed to have poor taste
 Strong health story (Clearly
(Cardboard like)
differentiated benefit)
 Perceived to be a functional
 Product Inventory (Cereals, bars,
brand (only when you need
brownies, Yogurts etc)
fiber, weight watching)
 High brand share, high growth
 Seen as a fuddy-duddy old
within the general mills brand
people’s (specifically old
portfolio
women’s brand)
Opportunities Threats
 Emergent lifestyle trends  Social image (Appear old/
(More people trying to lead embarrassing)
healthy lifestyles)  Better tasting alternatives
 Younger demographic (competition)
becoming more health  Superior product formats
conscious from competing categories
 Men are becoming more diet (granola bars etc, protein-fiber
and health conscious powder, Whey)

8. Brand Vision : Fiber One
Fiber One : Sponsors of Tasty Health
At Fiber One, we are at war with the notion that, “Health has to be..”
Tasteless Sacrifice Giving up what Boring
you love
Old Functional Regimented

9. Brand Identity : Fiber One
For us health is a lifestyle, a part of your everyday… for us health is young, fun and fit
Brand Elements
“Fiber” health oriented Brand Personality
name Friendly and attractive
Light earthy colors, health Educated, Smart
cueing packaging Well informed
Taste cues: Witty (sense of humor)
Health conscious instead of “Health
 Cardboard No. Delicious
Yes Obsessed”
Well to do
 Fiber beyond
recognitions
Brand Relationship with Brand Culture
consumers Free, No inhibitions
Friendly bond Collaborative
Partnership Facilitating
Deliverance Innovative
Solution Oriented
Brand Reflection (How its
perceived)
“It’s meant for older folk Brand Self Image
or middle aged women who “I am the“One”the best of
have indigestion issues or both worlds… I am about
try hard to stay young… it balancing health and enjoying
must taste really bad” good taste as well. I am a
“win-win”

10. Brand Environment: Social Trends
Health is Balance Health is Compensation
Life today is typified by a number of
Balance between physical &
‘unavoidables’ - poor eating & sleeping
mental well being
habits, high stress and an excessively
sedentary lifestyle
Balance between the demands of
everyday life and the need to
A key felt need is therefore the need to
maintain proper dietary & lifestyle
compensate for the constant abuse we
habits
subject our bodies to

11. Brand Environment: Emergent Mindsets
Easy Going Health Seekers Food Actives
 Are reasonably health
 Not overtly concerned with aware but do not overtly
their health  Fastest growing segment embrace any specific
 Have a basic sense of what it is  Have a basic interest in health fads
good and bad for health, this health and consequently  View healthy eating as
does not come in the way of are striving to make the sole component of
their dietary and lifestyle habits changes in their lifestyles their overall health
regimen and believe that
 This segment is typically  Health for them is a sum a healthy diet lies at the
between 20-25 years total: “Mind+Body” root of good health
 This segment is typically  This segment is typically
between 25-35 years between 35-49 year

12. Advertising Objective
Renovate the Brand: Through our advertising, we intend to leverage prevalent health and
lifestyle trends and appeal to a newer, younger demographic which is currently dominating
and influencing the health market. *Chase the Health Seekers*
Us FUTURE
Renovate the brand
Us NOW

13. Brand Benefit: Reason to Believe
Fiber One is : Healthy Inside. Delicious Outside
Fiber One owing to its Low Calories and High Fiber content enables superior digestive
health. Good gut health promotes:
 Metabolism Correction
 Energy, Efficiency, Vitality
 Anti-stress, Anti – depression
 Weight Management
 Immunity
Allowing you to max-out your day, stay fit,
and still enjoy the taste of good food

14. Target Market
Current Market Health Seekers
Aged 25-35
Aged 40+ Women Aged 25-35
Health
Mostly women conscious Mixed, but still
Fast-paced female majority
Educated

15. Demographics/Geographics
Women aged 25-35
College educated, Northeast & South
graduate level regions
Caucasian
Married or single
HHI: $75,000+

16. Psychographics
Always on-the-go, multitaskers; Ultimate goals are
trained in good time management longevity & happiness
Influencers are physicians, family, & Pay attention to health/wellness
friends, word of mouth is crucial trends, position self to look good
Will pay more for health products even during recession

17. Creative strategy
Opportunity in the category
• People becoming
increasingly aware of the
health
• High presence of health
issue in the media
• More people than ever
know they need to live a
healthy lifestyle
• People are willing to make
lifestyle changes

18. Creative strategy
Target audience
• Health aware females
• Age 25 - 35
• Busy lifestyle
• Mostly affluent
• College educated
• Young/ adult professionals
• Balancing professional with
personal life
• Socially very active
• Like to stay fit
• Like to eat healthy

19. Creative strategy
Key consumer insight
• Fiber one cereal is healthy and tasty meal that provides
daily-recommended allowance of fiber to the body.
Key fact
• A mere half-cup of the original cereal offers 14 grams of dietary fiber
(56% of the low-end of the daily recommended 25-35 gram range).
Big idea
• Repositioning.
• Attracting younger demographic while keeping the current consumers
• Busy lifestyle & health awareness – strong bridge to attract large
consumer audience

20. Creative strategy
Creative concept
• Young woman/ late twenties early thirties
• Business professional
• Balancing work and personal life
• Socially engaged, trend aware
• Likes to be in a good shape
• Moves a lot
• Between her chorus she spends a lot of time at city streets
• Spends a lot of energy on a daily basis
• Sartorial style photos/ catching the moment at the city streets
Slogan • Before you take the day. Take care of you.

23. Media selection
Elle Magazine
Prevention
Magazine
• Fashion, beauty, entertainment, and
news are found inside Elle magazine.
With celebrity stories - not gossip - and
• American's #1 choice for healthy
guides to finding the best fashion and
living, with practical tips on weight
beauty styles to suit you, Elle brings the
loss, nutritional exercise, and the
superstar look to the average lady and
allows you to find your most beautiful latest medical breakthroughs.
self at any age.
• Ads will be published in selected magazines and their related pages.
• Print/ internet media selection is diverse. It aims for target audience, but
also it covers all potential users in the selected age group.

24. Media selection
Video campaign
• No TV advertising is planned
• Video ads will be run on company web site, youtube and social media
(blogs, pinterest, FB)
Smart phone app
• “Fiber friend”
• Application will suggest 5 healthy meals per day
that can be found in local restaurant/ or suggest
5 recipes for making them.
• Calorie counter included.
• One of the meals is Fiber One with Fiber One
alarm (can be turned off)
• App will also serve as an alarm clock.

25. Media selection
Social media
• Face Book • Pinterest
• Page updated with a new campaign • “Share a meal with Fiber
Friend”
• Page interacts with the
smart phone app
• App users will be allowed
to post photos of the
meal suggested by the
app with the user review

26. Work Cited
Browne, D. (2012). Breakfast cereals – US – February 2012. Mintel Oxygen.
http://academic.mintel.com.ezproxy.bu.edu/display/590200/
Browne, D. (2010). Private label cereal – US – July 2010. Mintel Oxygen.
http://academic.mintel.com.ezproxy.bu.edu/display/539097/?highlight=true#hit1
Eliot, S. (2012). General Mills adds social media to product pitch. New York Times: Media Decoder, July 18.
http://mediadecoder.blogs.nytimes.com/2012/07/18/general-mills-adds-social-media-to-product-
pitch/
Fitzgerald, K. (2008). General Mills Fiber One: A marketing 50 case study. Advertising Age, November 17.
http://adage.com/article/print-edition/general-mills-fiber-a-marketing-50-case-study/132418/
General Mills. (2012). General Mills Investor webpage. http://phx.corporate-
ir.net/phoenix.zhtml?c=74271&p=irol-irhome
Maier, M. (2012). Attitudes toward fiber and digestive health – US – March 2012. Mintel Oxygen.
http://academic.mintel.com.ezproxy.bu.edu/display/590302/?highlight=true
MRI Reporter. (2011). Food products 2011 – Breakfast cereals (cold) – Used in the last 6 months Fiber One
(principal shoppers). MRI+. http://ureporter.mriplusonline.com/selectdemo.asp