How does a sleepy, $50 million brand with no advertising budget for over a decade become a $500 million business in just four years? Leveraging its strength then overcoming the weaknesses was fundamental to the overall plan. Fiber One Got LUCAS. ---------- Fiber One is a trademark of General Mills.
How does Yoplait go from being a perennial also-ran to dethroning Dannon for the yogurt title? BIG Innovation. Break the (cup) paradigm with a new demographic target and differentiated product offering. GoGurt got LUCAS. ---------- GoGurt is a trademark of General Mills.