18-24

Prepared for General Mills - Cereal and BCFS

Training Camp

January 2006

Objective

Inspiration for emotionally deeper product-led !experiences for the 18-24 life stage and style…!!By positioning GMI (and BCFS) branded-products !for future and incremental growth…!!While simultaneously providing solutions - no, !seriously - solutions for surviving the “shared !experience” of living life now!

“A person starts to live when he can live outside himself.” !!

10.4!

million

People between the ages 18-24 are enrolled in two and four year colleges and universities in the United States

source: NCES.Ed.Gov, 2003

(37.8% of 18-24 yo)

TWENTY ! 7

18-24 year olds are living in the United States right now according to the U.S. Census Bureau statistics for every race, creed, color, religion,

handicap, orientation, gender, and any other !PC-Friendly nomenclature we forgot

source: US Census Bureau, 2000

MILLION !

41.3 %

source: US Census Bureau, 2000

37.8 %

It’s more than a demographic…it’s a way of learning how to live by learning how to survive!!

MINE YOUR’S

OUR’S

HOME

11 x 12.5 x 9

ESSENTIALS

INVESTMENT

Our Future ROI

They live in each other’s way, on TOP of one !another, around each other, by one another, but…!

2gether in harmony and dysfunction. 4.5 years !on average they live, thrive, excel, create, !distinguish, and tRaNSforM from “Me” to “us” and !“we”. How ironic!!

Every single action has an impact on the community…!

Real World? Realer World?

MeYou Us

Demographic Psychographic

- +

Shared Experience

Survival Living

Rational Emotional

Me UsBasic Needs

SURVIVAL 101

EAT SHELTER CLASSMATES ACADEMICS

LIVING 201

SOCIALIZING MY HOME FAMILY FUTURE

All abo

ut me, m

yself,

and I

We are fa

mily…the

more the

merrier

The Shared Experience

1. Friendships & relationships…becoming family 2. Balance of work & play…choices 3. Developing my own identity…discovery & exploration 4. Trade-offs, compromises, negotiations, decisions,

opportunity costs 5. Tension between youth and adulthood 6. Life ambitions, Quarter-Life Syndrome…post-college

The Evolution

Protected Student Voter Dependency

Confined

Exposed Individual Decision Maker

Resourceful Exploring

PRE-COLLEGE

POST-COLLEGE

Young adults, 18-24, are entering a new juncture in their lives. Starting fresh. Less !structure. More freedom. It’s where dreams become attainable…!

!This chapter of life starts with living on their own in a brand new place - Away from home !and the comfort of family and friends at college or a first job. They probably live in close !

quarters with strangers while they learn to adapt !!

Toleration. Negotiation. Accommodation. Intoxication. Hibernation. !!

They are deciding who they are as individuals: What they like. What they want. What !they believe. What they feel. It’s about… Exploring. Sharing. Experimenting. Enjoying. !

!Decisions. Opinions. Options. Conjectures. Conclusions. Each choice affects the next !

!Their roles and place in life are morphing: Student. Employee. Friend. Lover. Leader. !Adult. They are bombarded with expectations set by others. They have to distinguish !

their goals and what they truly desire!!

The culmination of these factors, changes and choices, influences and defines who!they can, and ultimately will become!

The Reality

Human Insight

In a brand new world where 18-24, especially college students, are struggling to define and prove their identities - different

from each other and their past - they must realize what they’re not in order to Be…their real selves

Training CampSecond Half

!!

“When you are sitting around your room and working for awhile you need to eat…snacks”!

!

College student, 22

Quick eats before off to class…I don’t get outta bed until after9…the cafeteria is just too far

ClassClass…starting to need fuel to get thru it all

Work out a bit - run, weights, yogaNeed food…something substantial…not outta a bagClass

FREEDOM

Til 2 AM

!“…nobody eats healthy…everything is easy, fast…I’m mean,

you’re always in a rush”!!

College student, 19

DORM CUISINE 101

EASY TO PREPARE & SCARF NO CLEAN UP

STORABLE & LONG SHELF LIFE CHEAP, EFFICIENT, PRACTICAL

TASTE, PLEASURE, SATISFACTION FOR ME & US

SHARABLE & VIRAL

!!

“ I eat it everyday. Every meal. It’s great because they always have it. It’s better than anything. Don’t know why but its so good. You

can get cereal anywhere”!!

College student, 20

Breakfast Lunch Dinner

Cereal can be eaten anytime, anywhere, either as a snack, meal, or a meal replacement

SnackSnack Snack

You cannot pretend when you eat…cereal. It’s subconscious…its all about hand-to-mouth. To use a bowl,

spoon or bowl is primal !!

INFORMALITY IMMEDIACY SIMPLICITY

No two people eat the same way ! !!Eating reveals your real personality ! !!

It’s a real personal comfort zone ! !!

Cereal allows you to be you ! !!

Consumer Insight

The college lifestyle is predicated on surviving. It’s about “getting on” with it…being resourceful, innovative, and solving

problems before they occur.!

!Food is energy - social, mental, etc. Access to food is not a problem, but eating is. Help them eat to survive so they can

eat life.

Business Opportunity

Create products designed for the college lifestyle to help them eat

Business Opportunity

Create products designed for the college lifestyle to help them eat