Peanut Butter Cheerios
Dadhood
For all of history, cereal brands had one main target - moms. So to launch a new, sweet, *limited edition* flavour of Cheerios for General Mills, we decided to switch it up and ask the other parent.
We knew that dads do things differently. And when it comes to parenting, fun and responsibility go hand in hand—especially when it comes to breakfast. So, we positioned Peanut Butter Cheerios as the ultimate dad cereal and raised a bowl to Dadhood.
Dadhood, the anthem.
#HowToDad
Everything drove to a Tumblr page dedicated to awesome dad things. #HowToDad content was reposted to Twitter. Needless to say, the hashtag took off. People outside of advertising started using it to share their own personal dadhood wisdom and showed off how they dad.
