Case Study: General Mills achieves renewed cultural relevance and brand growth with Zeus Jones

Totino’s builds iconic brands in a 3-day workshop with Zeus Jones

The customer Totino's, a major CPG company, faced the challenge of making its portfolio of iconic brands more culturally relevant to modern audiences after years of focusing on business fundamentals had come at the expense of brand-building. The vendor Zeus Jones was tasked with developing a new brand-building approach to restore cultural resonance and drive growth for these enduring brands.

Zeus Jones created a new strategic framework inspired by emergent brands, which was designed to help legacy brands center themselves around enduring human truths and capitalize on cultural shifts. The solution included a comprehensive "Building Iconic Brands" workshop and curriculum that empowered General Mills' teams. As a result, the framework was rapidly integrated into the brand development process, leading to updated strategies for legacy brands and the formation of a long-term partnership with Zeus Jones, including a new growth lab for future innovation.

Totino’s