Betty Crocker publishes my favorite e-newsletter (beautiful photography, short writing and new ideas). But General Mills is just beginning to embark on a larger digital strategy.
Mark Addicks, General Mills’ chief marketing officer, is a visionary. Soon, General Mills and Addicks will change food packaging forever. QR codes, apps, YouTube videos and augmented reality are starting to grace your breakfast table’s cereal boxes and other food products. No more surprises in the box, the surprises are on the box.
What General Mills and other companies are starting to do is create entertainment that is marketing. Instead of just advertising on programs, companies are designing their own programming. Don’t have anything to say? That is the new first-world problem.
It’s time to start making a digital strategy plan.
