Casanova Launches MultiMedia Efforts For Honey Nut Cheerios.

Casanova Pendrill announces the launch of a multi-media Hispanic campaign for its client, General Mills, Inc. The effort which supports the Honey Nut Cheerios cereal brand includes four TV spots and two radio spots and will hit the airwaves this week.

The campaign is an evolution of a breakthrough campaign initiated two years ago resulting in significant volume growth for the brand. “In a category as fragmented and mature as cereals, it’s not easy to achieve breakthrough. Our creative team intentionally steered away from the “smiling children at the breakfast table” approach so common in the category”, said Dan Nance, Chief Operating Officer of Casanova Pendrill.

The campaign features skeptics with quirky personalities who in their own way are hesitant to try Honey Nut Cheerios, but who eventually succumb to its surprisingly great taste. The TV spots, “Ramón y Román”, “Vecina Metiche”, “Perfeccionista” and “Enamorada”, are all seemingly simple single shots of these very engaging personalities. “Ramón y Román”, for instance, are twins who play a name game to avoid trying the cereal, but both are eventually won over. Similarly, the “Vecina Metiche” is a nosy woman who goes to her neighbor’s house and finds a box of Honey Nut Cheerios and is upset that nobody has told her about its great taste. The radio spots follow the same format and one features the famous celebrity India Maria.

“In recent years General Mills has started taking more chances by doing more breakthrough creative; fortunately we have success stories such as Honey Nut Cheerios that prove that these chances are well worth it,” says Ken Muench, Creative Director on the account.

The TV spots will air on Univision, Telemundo, Telefutura, TV Azteca and Galavisión and the radio spots at various stations in major spot markets. The spots were directed by Jose Pratt with La Banda Films.