Cheerios Updates Iconic 'O' to Support American Heart Month

With their latest campaign for Cheerios, BBDO MW is turning a limited-time offer into an emotional brand video you’ll remember long after the promotion ends.  

The new effort addresses a clear challenge: people don’t fully commit to their heart-health journey until they find their 'why,' which is often to be there for those they love. 

The solution from BBDO MW is a simple, heartfelt idea that everyone can relate to: You don’t just eat Cheerios for you; you eat them for more time with your daughter, to watch your kids grow up, and for more magical mornings with your best friend. 

The montage spot features a dad sharing Cheerios with his baby to keep her occupied during his work call, a mom making too big of a deal out of her daughter’s first day of work, an Abuela happily captaining the weekday morning rush, a teen boy showing a rare moment of kindness to his younger brother, and an older couple flirting and teasing each other over breakfast. 

“Each February, Cheerios changes the shape of the iconic O into a heart to remind people that Cheerios is the easy and delicious way to take help take care of your heart,” Kathy Dixon, sr. manager of brand experience for Cheerios, explained. “But this year we want to go bigger and remind consumers of the important role they play in the lives of those they love by highlighting those relationships front and centre on our boxes. We continually remind consumers how to take care of their hearts: now we want to remind them why.”

Outside of TV, people will be reminded to take care of their hearts across many channels. This includes print, digital, social, and in-store, where they’ll find over 30 names in English and Spanish printed on boxes.

“There’s no reason a limited-time promotional spot should be filled with powerful storytelling and emotional human moments,” said Brock Davis, chief creative officer at BBDO MW. “But hey, that’s what we did.”