How do you revive a classic beloved brand that is losing its relevance with a modern consumer?

Pillsbury is a true American icon with nearly universal unaided recognition and positive sentiment from consumers all across the country. However, its relevancy was waning, along with its sales, as the brand struggled to connect with a new generation of families.

With no clear understanding of its place in this new cultural and competitive landscape, the Pillsbury team partnered with CBX to define the brand’s purpose and meaning in order to unlock future growth.