In a departure for a traditional cereal brand, Post Grape-Nuts is launching an integrated marketing campaign created by Ogilvy New York that specifically targets men, titled “That Takes Grape Nuts.”
The cornerstone of this initiative is an original 50-episode web series titled “The Guy’s Manual.” The series is produced by OgilvyEntertainment, Reveille and MSN. It is airing exclusively on MSN (theguysmanual.msn.com) and features host Kenny Mayne from ESPN’s “Mayne Street.”
“Grape-Nuts is one of Post’s core brands and has a loyal and dedicated following of men,” said Steve Van Tassel, President of Post Foods LLC, a subsidiary of Ralcorp Holdings, Inc. “With this new campaign, we are stepping up our support of one of our signature brands with a clever and long-term effort that speaks directly to our target audience.”
The “That Takes Grape Nuts” tag is the foundation for the series that provides advice to men on how to get the tough things done. The campaign also includes print, radio and banner ads through Sports Illustrated’s media network that drive to the MSN website. The effort is debuting with 14 episodes that will eventually expand to include as many as 50 total webisodes airing over the next eight months.
“Branded entertainment is a cost-effective vehicle to reach your target audience, and with Reveille, who has a proven track record in developing this form of programming, we have produced an original series that captures the positioning of Grape-Nuts,” said Doug Scott, President of OgilvyEntertainment. “In addition, our partnership with MSN delivers a branded channel with additional content that creates an ongoing relationship with the consumer.”
Webisodes in “The Guy’s Manual” provide a step-by-step guide to tackling the kinds of problems that face men everyday. Episodes include “Landing a Date with the Cute Girl at the Office,” “Throwing Back the Biggest One You’ve Ever Caught,” “Striking Out Your Childhood Hero at Fantasy Camp” and “Taking Your Fianceé’s Poodle for a Morning Jog,” all hosted by Mayne and delivered with his trademark dry wit.
“The Guy’s Manual” includes webisodes and articles to discuss everything from work and relationship to family and style. In addition, visitors to theguysmanual.msn.com can send “nuggets” of wisdom to friends and learn about Grape Nuts.
“It’s great to be a part of such a strong branded entertainment experience that is truly a collaboration between Ogilvy, Post, Reveille and MSN,” said Michael Siegenthaler, Director, MSN Branded Entertainment and Experiences. “We look forward to offering this original series to our vast male audience and providing guidance on all aspects of their lives; from work and home to play.”
“We’re excited to collaborate with Post and Ogilvy on a fun and innovative new show that connects with guys where they live – online,” said Howard T. Owens, Managing Director of Reveille. “‘The Guy’s Manual’ is an outstanding addition to the slate of original programs we’ve created for MSN and a powerful tool for connecting Grape-Nuts with a whole new audience.”
Also partnering on this effort are Post’s media agencies MediaVest who negotiated the program with Sports Illustrated and Digitas who arranged for the exclusive programming with MSN.