Superman, Batman, Wonder Woman and more: General Mills gets DC super hero makeover

By Douglas Yu contact

- Last updated on GMT

General Mills is rebranding its cereals in an effort to strengthen sales. Pic: General Mills
General Mills is rebranding its cereals in an effort to strengthen sales. Pic: General Mills
General Mills’ cereals are getting a DC super hero makeover: Cheerios’ mascot BuzzBee takes on Batman, while Lucky Charms’ leprechaun dons Green Lantern’s outfit. 

The specifically-marked boxes also include the four exclusive DC comic books, titled “Power Play,” “Dark Reflections,” “Truth Hurts” ​and “Alien Justice,”​ according to the cereal giant.

In addition, when lined up, the back of the cereal boxes create a panoramic image designed by Brazilian comic book artist, Ivan Reis. He is known for his work on books such as Marvel Comics and DC Comics’ Action Comics, including Green Lantern and Aquaman.

Collaboration with Warner Bros and DC

“The process to bring these boxes to life was extremely collaborative between General Mills, Warner Bros. Consumer Products and DC because we wanted to ensure we got the artwork right and to pay tribute to both our characters and the members of the Justice League,”​ Hope Zeckmeister, marketing communications planner for Big G partnerships, said in a statement.

Super-Hero-Cereal-Box-Composite-art-e1488216634396
Source: General Mills

She added the cereal boxes and premium products are a big part of breakfast.

“These surprising package designs and comics are intended to create not only immediate enjoyment, but also memories at the breakfast table.”

About a year ago, General Mills partnered with DC Comics to promote the release of movie Batman v Superman: Dawn of Justice, as licensing continues to be a popular trade driver in the cereal market, BakeryandSnacks reported.

Cereal initiatives

The US breakfast cereal market has been in decline for the four years leading up to 2016, based on cereal sales of major manufacturers like General Mills, Kellogg and PepsiCo’s Quaker Foods, according to analysts at Lux Research​.

Q2 Results
Source: General Mills

However, incumbents in the cereal space are tapping into other food categories, including yogurt and snack bars, in an effort to grow the overall breakfast foods market.

The retail sales of General Mills’ cereal segment declined by 3% during Q2 of fiscal 2017, according to its latest quarterly earnings results.

The company also initiated several key strategies to revive the cereal category, including adding consumer support, improving merchandising execution, and launching new products.

General Mills developed real strawberry and blueberry-flavored Cheerios earlier this year, and also plans to expand its Annie’s organic cereal brand.

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