Cultural analysis and in-depth consumer research revealed that Millennial families were done with false images of domestic bliss. American kitchens are no longer solely the domain for culinary pursuits - they’re the hub for all family activity. Shared experiences are valued above anything else.

Instead of simply touting their products, Pillsbury had an opportunity to share the authenticity of the experiences their brand could facilitate. They needed to transform their brand and their culture from being an old school baking company to being a modern making company.
<div class="">CBX developed a full Brand Meaning System that defined the purpose and behaviors used to inspire and guide the brand experience – both verbally and visually – across all communication platforms.</div>