Julie's Survey of Professional Media

Anyone who knows me well enough knows that my greatest vice is a little store called Target. To me it is like a high class Wal-Mart where everything is cuter, more stylish and still inexpensive. The people at General Mills must agree with me because they chose Target exclusively to premiere their retro-style cereal packaging.

According to AdAge.com’s article, General Mills is trying a month-long exclusive promotion with Target using nostalgic packaging for cereals like Cheerios, Honey Nut Cheerios, Lucky Charms, Cocoa Puffs, and Trix. The promotion also includes a free t-shirt with a few proofs of purchase.

I think this is a great promotion. Doing something different to attract consumers attention is always a good idea. I know I noticed it right away when I was walking through the aisles of Target a few weeks ago.

Adults like it because it reminds them of their youth, and anything that can evoke a sense of nostalgia is a good selling point. It works with Gen Y too, because we are always looking for retro or vintage style. For all of our technological advancements and progress, I think Gen Y really relates with anything old-school. It brings a sense of comfort to know that some things will never change.

The article pointed out some negative aspects of the retro box covers. First off, it is obviously not directed at kids. Kids like flashy and fun designs to attract their attention and these boxes don’t really offer that. Another problem is that the more simplified designs might look too similar to the cheaper off-brands and confuse customers or make the boxes blend in with the other boxes in the cereal.

Ultimately, I do not think these are big concerns. Kids are going to eat Trix no matter what is on the box. In addition, parents are the ones buying the cereal so for the most part it does not really matter. As far as the packaging looking too similar to off-brands, once again the consumer is smart enough to know the difference, and they can tell the difference between Cheerios and Grainy-Os.

The throwback packaging is cool and a perfect fit for Target, so I say “job well done General Mills.”