2010. With the Olympics coming to Canada, Cheerios wants to stand out in an immensely cluttered advertising environment by finding a means of rallying Canadians around their Olympians in a unique and motivating way.
Our brand experts seize a great opportunity—the word “CHEER” is embedded right in the brand name. It's the perfect word to rally Canadians around a positive, emotional idea. The packaging, with a dotted line around the word Cheer, creates a pre-paid postcard that consumers can send directly to Canadian Olympians. Canadian athletes Patrick Chan and Alexandre Bilodeau are the faces of the fully integrated campaign that uses all major media touchpoints.