Grape-Nuts Goes After Men With New Ad Campaign
Web videos and 'Guy's Manual' sponsored by crunchy cereal highlight testosterone tasks that 'take Grape-Nuts'
by Sara Bonisteel / Photo by R.B. Boyer/flickr
A cereal that once touted itself as "better than gold" and containing "the staff of life" is now telling men they need to eat Grape-Nuts to do "the tough things in life."
Post launched a new purple-tinted online ad campaign for Grape-Nuts narrated by ESPN host Kenny Mayne.
The Wall Street Journal reported Thursday that its the first ad campaign for No. 3 cereal maker Ralcorp Holdings since it acquired Post from Kraft Foods last year.
"When you tackle something tough at home, at work or at play, that doesn't just take know-how, that takes Grape-Nuts," the announcer says before the videos, which feature everything from trying to strike out your childhood baseball hero to breaking up with your co-worker.
The cereal maker had targeted women prior to this campaign, as they are typically the ones doing buying breakfast foods, the Journal said.
"Men will be entertained ... but is it going to influence their purchase if they aren't the ones doing the shopping?" Kristi Faulkner, a marketing specialist, told the Journal.
Indeed the double-entendre humor is designed for men.
"With these nuggets of wisdom you can get in shape without working your nuggets off," Mayne says in the Web video for starting a new workout routine after 20 years.
"When you do something that is different, there is always some uncertainly," Steve Van Tassel, the president of Post, told the Journal.
Grape-Nuts was introduced in 1908 and named after the sucrose or "grape sugar" company founder C.W. Post believed was formed during the cereal's baking process, according to the company's Web site.
Click here to see the ad campaign.
Web videos and 'Guy's Manual' sponsored by crunchy cereal highlight testosterone tasks that 'take Grape-Nuts'
by Sara Bonisteel / Photo by R.B. Boyer/flickr
Post launched a new purple-tinted online ad campaign for Grape-Nuts narrated by ESPN host Kenny Mayne.
The Wall Street Journal reported Thursday that its the first ad campaign for No. 3 cereal maker Ralcorp Holdings since it acquired Post from Kraft Foods last year.
"When you tackle something tough at home, at work or at play, that doesn't just take know-how, that takes Grape-Nuts," the announcer says before the videos, which feature everything from trying to strike out your childhood baseball hero to breaking up with your co-worker.
The cereal maker had targeted women prior to this campaign, as they are typically the ones doing buying breakfast foods, the Journal said.
"Men will be entertained ... but is it going to influence their purchase if they aren't the ones doing the shopping?" Kristi Faulkner, a marketing specialist, told the Journal.
Indeed the double-entendre humor is designed for men.
"With these nuggets of wisdom you can get in shape without working your nuggets off," Mayne says in the Web video for starting a new workout routine after 20 years.
"When you do something that is different, there is always some uncertainly," Steve Van Tassel, the president of Post, told the Journal.
Grape-Nuts was introduced in 1908 and named after the sucrose or "grape sugar" company founder C.W. Post believed was formed during the cereal's baking process, according to the company's Web site.
Click here to see the ad campaign.
