Business Wars Cereal Wars - Sugar Rush | 3
Jul 22, 2019
In the aftermath of World War II, the cereal industry faces a sugary revolution as Post launches Sugar Crisp, challenging its rivals. Kellogg’s and General Mills wrestle with the dilemma of moving towards sweetened cereals or maintaining their health-focused image. The rise of television transforms marketing strategies, putting children at the center of cereal advertising. A harrowing corporate expedition to the Yukon highlights the lengths companies will go for promotion, while chaotic marketing campaigns shake the industry to its core.
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Post's Sugar Rush
- Post Cereals developed Sugar Crisp, a sugar-coated puffed wheat cereal, inspired by a competitor's product.
- This marked a shift from Post's traditional focus on health foods, causing internal debate but ultimately driving market share growth.
Ranger Joe's Challenge
- Ranger Joe's creator, Moses Burger, successfully built a sugary cereal business but was threatened by Post's Sugar Crisp.
- Burger wisely sold his business to avoid being crushed by the larger company.
Post's Marketing Success
- Post Cereals leveraged television advertising, sponsoring Captain Video to promote Sugar Crisp.
- This strategy, combined with colorful packaging and cartoon bears, proved successful, increasing Post's market share.