A new purpose statement with family at the center
An internal rebrand for the company that makes my favorite cereal? Yes, please.
The idea was sparked by a simple memory of my mom pouring a big bowl of Fruity Pebbles for me in the morning.
From there, we just had to fit that timelessly content feeling into new brand values and spread the word.
Manifesto
Script
(A shorter version for consumers).
At Post Consumer Brands,
Family is everything to us.
We’re there when families start the day.
We’re home when the day winds down.
We’re at the table when the kids are hungry.
Fussy.
Busy.
Having a moment.
Having a ball.
Family fills our days.
From the smiles at breakfast.
To the foreheads, we kiss goodnight.
For this reason, we have a new family-sized purpose . . .
To make lives better by making delicious food accessible for all.
That’s what makes us different from other food companies.
We’re here to serve every kind of family.
We’re out to give every customer our best.
Our best ingredients.
Our best thinking.
Our best value.
Our most delicious taste.
A lot of innovation.
A lot of delicious.
A lot of value.
It’s a lot to promise.
The possibilities are family-sized.
Posters/Values
Post cards
Carmichael Lynch
CW: Sheldon Clay, Sam Hamerski
DE: Sarah Wolf, Jesus Li
CD: Clay Sheldon