JOURNAL ARTICLE

General Mills' top designer refreshed the Pillsbury Doughboy and risked defying its No. 1 rule: 'Don't break the billion-dollar brand'.

  • Published In: Fortune.com, 2024. P. N.PAG 1 of 3

  • Database: Business Source Ultimate 2 of 3

  • Authored By: Gordon, Nicholas 3 of 3

Abstract

The article discusses the recent rebranding of the Pillsbury Doughboy, officially named Poppin' Fresh, as part of General Mills' strategy to drive growth for its billion-dollar brand. The mascot has undergone a redesign, featuring a slimmer appearance, longer legs, and a new blue tie, alongside a refreshed logo and tagline, "Roll with the real." General Mills aims to attract new consumers beyond the 40% it typically loses each year, as the company faces a slight revenue decline. The rebrand includes a shift to 3D animation for the Doughboy, allowing for more dynamic interactions in marketing materials across various media platforms. [Extracted from the article]

Additional Information

  • Source:Fortune.com. 2024/12, pN.PAG
  • Document Type:Article
  • Subject Area:Business and Management
  • Publication Date:2024
  • Accession Number:181623656
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