To celebrate the launch of its Fibre 1 Cheesecake Bars in Canada, General Mills hosted a literal 'cake walk' on the streets of Toronto. The interactive campaign helped the brand capture the attention of millennials, who are more likely to respond to creative activations than traditional advertising campaigns.
The key component of General Mills' new campaign was a cake walk that involved sending six costumed mascots dressed in the shape of Fibre 1 Cheesecake Bars out on to the streets of Toronto. These mascots then handed out free samples of the snack bars to those they passed. Jason Doolan of General Mills explains that the cake walk was a memorable way to connect with millennials because "they value experiences more than any other cohort I’ve ever been involved with."
In addition to the cake walk, General Mills also launched other millennial-targeted initiatives such as celebrating National Cheesecake Day and creating online videos.
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