Standing Tall in the Cereal Aisle
Cutting through the clutter with a bold stance on quality, positioning Jordans as the premium, natural alternative to processed breakfasts.
The Business Challenge
In an overcrowded cereal market filled with sugary, processed options, Jordans needed to differentiate itself and reinforce its position as the go-to choice for natural, high-quality breakfast.
Consumers are bombarded with choices in the cereal aisle, making it difficult for any brand to stand out. While Jordans had plenty to celebrate—its natural ingredients, quality, and taste—its messaging risked becoming lost in the noise. To reclaim its position as a premium, wholesome alternative, Jordans needed a clear, confident brand voice that would challenge the status quo and resonate with health-conscious consumers.
The Diagnosis
Jordans' messaging was diluted by an abundance of positive attributes, making it hard for consumers to pinpoint what truly set it apart from the competition.
In a market where every cereal brand tries to highlight taste and nutritional benefits, Jordans needed a sharper, more distinctive approach. Instead of joining the crowd, we identified a more powerful way to communicate Jordans’ superiority—by focusing on what it wouldn’t do. This shift allowed Jordans to differentiate itself clearly, contrast against the industry’s questionable practices, and reinforce its role as the gold standard in natural goodness.
The Solution
We launched a striking print campaign that boldly highlighted what Jordans refused to do—while competitors cut corners, Jordans remained a beacon of quality and integrity.
Rather than getting lost in a sea of brands talking about taste and health benefits, Jordans took a different approach: we put the spotlight on the things we never do. Our striking print campaign exposed the shoddy habits of competitors—over-processed ingredients, excessive sugar, and artificial additives—while quietly reinforcing Jordans as the wholesome, natural alternative. By confidently positioning the brand as one that refuses to compromise, we not only elevated Jordans’ premium credentials but also gave consumers a clear and compelling reason to choose it over the rest.
The Results
9% increase in brand value
Strengthening Jordans’ position in the premium cereal category
Sales growth turnaround
From -8% decline to an impressive +17% growth.
Established a bold, distinctive brand voice
Reinforcing Jordans as a beacon of quality and natural goodness.
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