As of 2001, the US Ready-to-eat (RTE) cereal category was more than $8 billion in size and comprised 150+ brands. After fifty years of consecutive growth, the category declined for six years. This was driven by migrations to alternative breakfasts in the home and increases in away-from-home and skipped breakfasts. The biggest challenge for Life cereal was to generate growth in this declining category while being dramatically outspent in a fiercely competitive segment (in some cases, by a 6:1 ratio).

While there was inherent brand equity and a nostalgic appeal to Moms, Life needed a new campaign to make it more relevant to today's Moms. In partnership with our clients, we dove deep into strategic planning and creative development by combining the brand's core equities with emotionally-charged, target insights. Proprietary research led to one key discovery: that Gatekeeper Moms not only wanted to provide their kids with healthy foods, but that they also gained tremendous self-satisfaction when they saw their children make healthy food choices.

Following the introduction of the “Life is Full of Surprises” campaign, Life volume increased while the category and segment volume declined (according to A.C. Nielsen, September 2001). Data showed increases in penetration in households with kids within the first quarter that the ads were on the air and by the second quarter, there was an 18% change in penetration (according to A.C. Nielsen, July 2001). Now entering its fourth year, the campaign has helped Life become one of the fastest-growing cereals in the category. Volume increased by 19% since the campaign's launch.