1. Is the focus on social issues in advertising a good long-term message for building the Cheerios brand? General Mil ls turned its marketing communication approach toward socially significant directions for one of its main brands, Cheerios, and Cheerios brand extensions

(regular, honey nut, multi-grain). The broad based change initially took time until senior management acceptance emerged, however once sta rted, the momentum of moving beyond its healthy lifestyle messaging carried on until industry observers were praising the conglomerate.