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Peanut Butter Cheerios: Dadhood A
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General Mills was ready to launch Peanut Butter Cheerios in Canada, and we were asked to create excitement for the new product. With modern families sharing the responsibilities of parenting more equally, we decided it was time to talk to dads.
We declared Peanut Butter Cheerios the Official Cereal of Dadhood because like dads, it falls smack dab in the intersection of awesome and responsible. We promoted this claim through video social media with the hashtag, #howtodad, which led consumers to a Tumblr site filled with content that championed the unique way dads parent.
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