Capitalize on an iconic old-school campaign to bring new life to the once-loved brand.
We brought “Mikey likes it!” back in an engaging new way, launching a nationwide search for the next Mikey via casting calls at select stores across our retail partner’s footprint. And we engaged other well-known “Mikeys” — Olympic swimmer Michael Phelps, Ugly Betty’s Michael Urie and Destiny’s Child’s Michelle Williams — to recreate the original campaign and share it on social.
Key communications to local and national media featured celebrity content, product information, contest details and oversized Life cereal box mailers, including a vintage bowl, spoon and T-shirt for campaign re-creation.
7.2% sales increase when only PR tactics were active in the market.
We didn’t just save a dying brand in a declining category; we grew brand love and sales.
We increased Life sales by 7.2% in a declining market when brand love was down, proving once and for all the power of PR. The activation not only gave Life cereal new life and reestablished the brand’s category prestige, but it also secured the shelf space in question.
reached via traditional and social media
people entered the contest in person and online