Ensuring a New Face Stands Out in a Crowd of Chaos
General Mills was in the final stages of product development and had arrived at their moment of truth. Could shoppers find Tiny Toast in the hurried, highly-competitive cereal aisle and easily identify it as an all-family cereal?
It was time to put Tiny Toast on the shelf and get direct consumer feedback. SIVO Insights set up in-store tests at grocery, conducting interviews with both pre-recruited target consumers and intercepted shoppers. The consumer message was clear: Tiny Toast was not ready for launch. Shoppers did not “see” the product on the shelf, nor did they understand that it was a cereal the whole family would enjoy. SIVO Insights dove deeper into these shoppers’ habits, loyalties, mindsets, biases and drivers to formulate strategic packaging recommendations to grab consumer attention and better communicate all-family appeal. After incorporating several recommendations into a redesigned package, SIVO Insights was back again for another round of consumer tests and feedback
for final optimization.
General Mills successfully launched their first new cereal brand in 15 years. Look for Tiny Toast in your cereal aisle.