General Mills Looks Beyond TV to Target ‘Micro’ Markets
Posted in: Uncategorized
With big brands like Cheerios, Yoplait and Pillsbury, General Mills has traditionally targeted its marketing to the masses with hefty TV ad budgets and messages carefully crafted to resonate with as many people as possible.
But recently, the Minnesota-based home of the Jolly Green Giant has begun to think a lot smaller, using digital to go after what General Mills Chief Marketing Officer Mark Addicks calls “micro markets.” That might include special messages aimed at expectant mothers, or taking a brand normally associated with holiday baking — like Betty Crocker — into the barbecue season.
Mr. Addicks will discuss the marketer’s new approach at the upcoming Ad Age Digital Conference, held April 1-2 in New York City. We recently caught up with him for a quick preview.
Post a Comment