CBX conducted ethnographic research and a cultural deep dive to better understand the intrinsic motivations and macro influences affecting the tastes and behaviors of our new Millennial target.
Looking at Pillsbury through the lens of culture, brand, and people provided the clarity needed to reframe the business from a baking company to a making company.
As the kitchen has transformed into the family activity center, Pillsbury needed to make an experiential shift. Gone were dated notions Norman Rockwell style depictions of domestic baking bliss. Millennial moms desire the authenticity of imperfection and the inspiration and utility to make their world more personal.
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.