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QTG Canada - Life Cereal

The ready-to-eat cereal market is one of the most competitive packaged goods categories in the world. Life cereal has strong equity, infamous for the Mikey TV campaign, but without any support in years, the brand had lost interest and relevance with moms. The challenge was to put Life cereal back on the map with moms, without a huge budget.

Downtown Partners recognized that kids played, talked to, and built things out of their food. By putting the product front and centre, Downtown Partners demonstrated how Life Cereal wasn't just a great way for your kids to eat well, it was a way to help stimulate their creativity.

The idea was centred on the artwork that kids could create using Life cereal. The artwork was then featured in print, on the actual Life Cereal box and in a promotion encouraging kids to "Design the next Life Cereal box" by sending in what they had created. It was thrilling for children to have their artwork featured on a cereal box. It held tremendous emotional power.

This project started as a print ad but became an integrated idea including an interactive consumer promotion, packaging and PR. The elements were recognized for outstanding design in the 2004 Communication Arts Design Annual, and it was a great example of finding unique, simple ways to actively engage consumers in the brand; to make them feel a part of it. Sales and trade support have been overwhelming - Life cereal has not had this level of excitement around it since Mikey tried it.

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PG-13	Dino
Fish	Flower
Group Life	Soccer