Bunches of Joy
Cereal has become one of the world’s top commodities and is a must have for those who love a quick breakfast or meal while getting the nutrients needed to obtain enough energy to make it through the day. According to “Amazing Cereal Statistics”, the average American will consume ten pounds of cereal a year, which is about 160 bowls worth. Since Honey Bunches of Oats targets families, this facilitates the need for an attractive, eye catching, and yet somewhat traditional cereal box. The cereal Honey Bunches of Oats does just that and through its creative box and catchy quotes; it provides the perfect assets to arrive in the hands of families, its intended consumers.
Although many cereal boxes rely on a memorable cartoon or spokesperson, Honey Bunches of Oats does not follow that same approach. Notice, in Figure 1 that only a spoonful of cereal is shown. This is almost unusual to be seen because most cereals represent a bowl full of cereal as well to promote their product. The single spoonful of cereal gives off the idea of that last mouth-watering bite. The commercials on television also portray real life people, who are often playing the role as the cereal factory workers. The workers go around and spread the morning joy that a consumer will receive if the cereal is purchased. Honey Bunches of Oats takes a more serious approach when it comes to promoting their cereal, verses having children, as seen in Lucky Charms, chasing a cartoon character. This approach makes it stand out in a more unique way without representing make-believe humor on the box to create attention.
Honey Bunches of Oats cereal gears their marketing towards all ages, but most importantly to families. Located on the back of the box, instead of cartoons or games, are pictures of families or mothers with their children. The words, “Enjoying Breakfast” and “Spreading the Joy” can be found next to the pictures on the back of the box, as can be seen in Figure 2. These phrases imply bringing families together and making every meal a family one besides just dinner. Also, located on the back is information about the history and the creation of the cereal. The information of the cereal’s past gives consumers a feeling of familiarity. This combination of pictures and history gives off the idea of being a small business or family owned, when in reality the cereal is manufactured by Post. The idea of family owned given off by the pictures and history contradicts the manufacture. Post is a very large company that produces many different products, so it is the complete opposite of a small business.
A few important factors exist that make Honey Bunches of Oats successful when promoting their brand to the family demographic. Honey Bunches of Oats is a modest type of cereal that chooses to take a classier approach when it comes to marketing. Honey Bunches of Oats uses several strategies in its box design to stand out as a healthy choice. The cereal box has a conservative look, but is yet bold enough to grab the consumer’s attention with its bright yellow and orange colors. The title’s large front and all capital letters makes it simple for elderly people with poorer eye sight, as well as young children to read. The larger title also makes it easier and quicker to find when placed next to many other brands. This feature is beneficial to busy parents who rush between daily errands at the grocery store. Equally important, by having the title take up most of the space of the box makes the name more memorable. This effect also makes the cereal unforgotten by parents and small children. The nutritional benefits are located on the bottom right hand corner of the front of the box, to easily remind parents that this is a healthy choice for them and their little bunches of joy back at home.
The nutritional benefits are placed strategically on the front of the box display. The nutritional benefits are demonstrated on the front of the box to grab the shopper’s attention, as can be seen back in Figure 1. The placement of the nutritional benefits on the front helps to expand the product. This way a consumer doesn’t need to take the box off the shelf to see the benefits. Honey Bunches of Oats contains zero grams of trans fat, saturated fat, and zero mega grams of cholesterol. The cereal also states that it may reduce the risk of heart disease. A consumer who was originally looking for a healthy diet cereal might have normally not purchased that product could possibly change their mind after seeing the benefits.
Honey Bunches of Oats can be found in almost every store where numerous brands of cereal can be found. As told by “Good Guide”, almost all Honey Bunches of Oats products receive over a six out of ten in a popularity rating. Being such a popular cereal and having such high demands also enables Honey Bunches of Oats to have a very convenient location on the store shelf, usually being around eye level and near similar cereals. This lets customers easily access the cereal without having to look all over the aisle or shelf for the cereal they want. Cereals that are found close or around Honey Bunches of Oats are most often other cereals made by Post: Fruity Pebbles, Raisin Bran, Waffle Crisp and others. Having various types of cereal created by the same manufacturer allows them a better chance of having the customer choose one of their cereals because they are all so closely arranged which could be highly advantageous for them.
A constantly growing population means that there is a high demand for lots of food, thus making cereal an important product. Numerous brands of cereal exist, so each one needs a distinctive method to make theirs stand out above the rest. Honey Bunches of Oats uses their warm colors and modest design to help their brand be picked over the others. This cereal uses a creative box display, along with eye-catching characteristic to remain memorable to shoppers. Honey Bunches of Oats helps promote a happy and healthy lifestyle for those who consume it.
Beta, Good Guide. Honey Bunches of Oats Guide. Good Guide, Inc. 28 Sept. 2010
Bruce, Scott and Crawford, Bill. Cerealizing America: The Unsweetened Story of American Breakfast Cereal. Faber and Faber, 1995 as cited on Amazing Cereal Statistics. 28 Sept. 2010