"Heritage Chic" Hits The Breakfast Table

[general mills digs through its archives. credit: thedieline]

I've always hated flashy, cartoon-covered cereal boxes. My cereal tends to come in bags from the bulk bins at Nature Mart or else in cartons featuring kindly old people who like fiber. But General Mills is now doing an awfully good job at reeling me in with its new retro-graphic boxes. I'm really loving them, I have to say. I have a thing for endearing vintage packaging (I collect old soda bottles, I have greeting cards with the old Sugar Smacks box on them...) and these are totally charming.

the old trix bunny rollerskated! the modern one scares the daylights out of me.

And of course, this is all about branding. In fashion, the trend is "depression chic" (see post on "Heritagewear"), more kindly called "a return to tradition and quality." People have overdosed on flashy and are looking to spend their money on things that seem more restrained, classic and lasting. Even though cereal isn't any more or less restrained, classic or lasting whether it's in a vintage box or one covered in disco ball holograms, General Mills' cereal division is banking on our primal urge to run to the symbols of old-school, corn-fed Americana. I think it's kind of genius. The only question is if it will work on kids. They don't have nostalgia for anything designed before 1996, so what's the point? To be honest, though, I don't remember anything before 1986, but I've read and seen enough to get the message that the old Trix rabbit is sending vs. the new one. And THAT is key: while the kids could care less, it's their culture-steeped PARENTS who are forking over the $4 a box, and who will feel the warm and fuzzies for these boxes. I'm halfway considering stocking up on Honey Nut Cheerios right now...mmmmm.

[more images: thedieline.com]