A new purpose statement with family at the center:
An internal rebrand for the company that makes my favorite cereal? Yes, please.
The idea was sparked by a simple memory of my mom pouring a big bowl of Fruity Pebbles for me in the morning.
From there, we just had to fit that timelessly content feeling into new brand values and spread the word.
Manifesto
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At Post Consumer Brands,
Our roots are in the cereal business.
It’s taught us a lot about people.
Family is everything to us.
We’re there when families start the day.
We’re home when the day winds down.
We’re at the table when the kids are hungry.
Fussy.
Busy.
Having a moment.
Having a ball.
(Video note – the above section is an opportunity for a fast, fun flurry of human faces. Supers can change to match the actual assets available).
Family is the consumers we serve.
Family is the people we work with.
The friends we’re lucky to share a table with.
Family fills our days.
From the smiles at breakfast.
To the helping hands on the job
To the foreheads we kiss goodnight.
New things are happening at Post Consumer Brands.
Two things remain constant.
Food and family.
For this reason, we have a new family-sized purpose . . .
To make lives better by making delicious food accessible for all.
That’s what makes us different from other food companies.
We’re here to serve every kind of family.
No matter how they choose to enjoy our products.
We’re out to give every customer our best.
Whether they’re a big-box superstore.
Or the family grocery down the street.
Our best ingredients.
Our best thinking.
Our best value.
Our most delicious taste.
It’s a lot to promise.
Our values show us the way to bring this purpose to life.
Put Safety First.
Be Bold.
Win As One.
Act Like An Owner.
Do Right.
Bring Joy.
This is how we work together as a family.
It’s the way we grow as a company.
It’s the way we grow in our jobs.
Our values guide our decisions and behavior.
Our purpose inspires us.
Elevates us.
There is much to be proud of at Post Consumer Brands.
A lot of innovation.
A lot of delicious.
A lot of value.
Think what we can accomplish together.
The possibilities are family-sized.
