Both campaigns are for “healthy” cereals — Original Cheerios and Kashi Go — though the two cereal brands and their characteristics are fundamentally different. Your budget for working media expenditures is $50 million.
Important note: To maintain a level playing field, groups are forbidden from contacting the clients or their representatives. You may, however, visit grocery stores, brand websites, social media pages, talk to consumers, and follow influencer accounts related to the brand or product category.
The decision to focus on these branded offerings was made for several reasons:
- These clients raise social and ethical concerns for strategic communicators
- These two products are similar but require very different strategic perspectives, goals, and agendas
- Both are reacting to a changing marketplace and face internal and external challenges
- The issues related to diet and nutrition present challenges to strategic communicators
- Each brand has its own public relations challenges