Cheerios. You can't get more iconic than the yellow box.
Campaign of almost 30 spots that were like nothing Cheerios had ever done before. The spots were stylish and easily produced :15s that never ran for more than two weeks - some only ran once. The media plan created to accomodate the creative idea won AdWeek Media Plan of the Year.
AdWeek Media Plan of the Year
Ran during presidential race approximately 6 weeks before Thanksgiving.
Ran on news, after weather segment.
Additional spots supporting 'lowering cholesterol' strategy
Mobile: Simple Wisdom.
Top of mind, point of purchase, when they are ready to spend.