MW 2011 Communication Planning

March/10

Current
seriously fun mornings

Kidults 25-49 Core need: A nutritious and enjoyable breakfast is indispensible to setting the tone for their day Message: A breakfast with Mini-Wheats helps me get my day started off on a great note.

Moms w/Kids Core need: providing her kids with a nutritious breakfast, that they will want to eat Message: The nourishing goodness and great taste of MW is now available in a kid friendly size.

Pros
‡ ‡ ‡ ‡ Aligned with current business drivers ( 70% adults/growing hhw/kids 30%) Maintains core brand equities Dual target messaging is not efficient Does not provide a single strategic pillar for the brand

Cons

Option 1
seriously fun mornings

Kidults 25-49 Core need: A nutritious and enjoyable breakfast that keeps me full through the morning, helps my day start off on the right note Message: MW stays with you

Moms w/Kids Core need: providing her kids with a nutritious breakfast, that keeps them full until lunch, so they can stay focused Message: MW keeps your child full and focused

Pros
‡ ‡ ‡ ‡ ‡ ‡ Aligned with current business drivers ( 70% adults/growing hhw/kids 30%) Provides the brand with a single strategic pillar Mom directed gull and focused messaging has the ability to increase PI Dual target messaging is not efficient Adult satiety messaging does not meet IMI PI norm in its current state We may not have the ability to have a explicit adult F&F message

Cons

Option 2
seriously fun mornings (Masterbrand)
Kidults 25-49 Core need: A nutritious and enjoyable breakfast is indispensible to setting the tone for their day Message: A breakfast with Mini-Wheats helps me get my day started off on a great note.

Full & Focused (Little Bites only)
Moms w/Kids ± Little Bites Only Core need: providing her kids with a nutritious breakfast, that keeps them full until lunch, so they can stay focused Message: MW keeps your child full and focused

Pros
‡ ‡ ‡ Aligned with current business drivers ( 70% adults/growing hhw/kids 30%) Maintains masterbrand equity with kidults while stretching for HH w/kids w/ LB F&F could bring new news to LB

Cons
‡ Does not provide a single strategic pillar for the brand

Option 3
Full & Focused

Moms w/Kids Core need: providing her kids with a nutritious breakfast, that keeps them full until lunch, so they can stay focused Message: MW keeps your child full and focused

Pros
‡ ‡ ‡ Provides the brand with a single strategic pillar aligned with US strategy Mom directed full and focused messaging has the ability to increase PI Does not speak to core consumer (consumption 70% adult)

Cons