Total: Good to a Guy

You know Total cereal. It's the one your granddad always eats, right? No wonder the brand has been practically ignored by today's whole-grain, pro-biotic, breakfast-as-sacrament set.

So we went right for an audience that truly doesn't want to be told how to live their lives: guys. A huge departure from the "this is how you gotta eat" approach every other good-for-you cereal pushes.

Results were pretty tasty: a nearly 40% lift among target demo likely to grab a box while grocery shopping.

Creative Direction: Brian Hull
Art Direction: Josh Hearn