Who?
Millions of Americans include Cheerios in their daily rituals, whether it is breakfast or a snack bag for a
toddler. Cheerios’ success relies, in part, on an advertising message that focuses on one prominent
American value: family.
What?
For a limited time, in support of heart health awareness month, Cheerios launched a line to add heart shapes to Honey Nut Cheerios and classic Cheerios as part of their broader message to customers that living a happy, heart-healthy lifestyle can be fun, easy and delicious.
Seasonal items that are offered for a limited time typically are not adopted in eCommerce due to the short life cycle and added complexities with new packaging, detail page messaging, and the risk of mixed inventory with the traditional shapes.
Given the importance of the Cheerios heart health campaign, brand teams needed this successfully executed despite the known challenges.
How?
Day One Digital implemented a custom new item setup strategy prioritizing the setup of these flow in SKUs. By leveraging partner relationships and
their unique understanding of Amazon’s buying system, Day One’s approach overcame the known risks and successfully met the brand’s timeline and campaign launch objectives.
Result
Amazon’s purchasing system was triggered to buy the new Cheerios product direct from General Mills
despite limited sales history. General Mills launched Cheerios Hearts on time and remained in-stock for the
entire month of the campaign. This subsequently allowed pay per click and display advertising to enhance heart health
awareness across the Amazon platform.
