Pillsbury DoughboyS Return Sparks Questions About General Mills’ Brand Revitalization Efforts
MINNEAPOLIS,MN – October 25,2023 – General Mills (GIS) is re-introducing its iconic Pillsbury Doughboy,affectionately known as Poppin’ Fresh,in a new advertising campaign,signaling a potential shift in the company’s brand strategy as it seeks to reinvigorate growth in a competitive market. The return of the Doughboy, absent from national TV advertising since 2019, comes as General Mills navigates evolving consumer preferences and increased competition in the baking goods sector.
The campaign, launching this week, features the Doughboy in a series of humorous scenarios emphasizing the ease and joy of baking with Pillsbury products. This marks a departure from recent marketing efforts that focused on health-conscious options and ingredient openness. analysts suggest the move indicates a broader strategy to lean into nostalgia and brand recognition to drive sales, especially as consumers seek comfort and familiarity during economic uncertainty.
General Mills has faced challenges in recent years, with shifting consumer tastes impacting demand for some of its core products. While the company has invested in innovation and acquisitions – including the $8 billion purchase of Blue Buffalo Pet Products in 2018 – organic growth has been modest. The Pillsbury brand, a cornerstone of General mills’ portfolio, experienced a slight decline in net sales during the company’s fiscal year 2023, according to its annual report.
“We’re leaning into the joy of baking and the nostalgia that Pillsbury evokes,” said Jennifer Jorgensen, General Mills’ Vice President of Marketing for Baking, in a press release. “The Doughboy is one of the most recognizable characters in advertising, and we beleive his return will resonate with consumers of all ages.”
The campaign will include television commercials, digital advertising, and social media activations. General Mills is also partnering with influencers to create baking-themed content. The company’s stock closed at $62.43 on October 24,2023,a slight increase from the previous day’s close.
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