Grumpy Cat's owners milkin' all that $$$ for Cheerios commercial

HOW do you sell a cereal known for decades as “The breakfast of champions” to younger consumers who may believe “champions” is a quaint word and may perceive breakfast as something from a food truck, washed down with an energy drink?

The Honey Nut Cheerios commercial with Grumpy Cat follows a spot for the brand with the rapper Nelly that has garnered more than 5.7 million views on YouTube since its introduction last August. “We’re looking for things relevant to consumers today in pop culture” to become “more socially connected,” said Gail Peterson, associate director of marketing for Honey Nut Cheerios and Multi Grain Cheerios at General Mills, so Honey Nut Cheerios will seem “like a new and relevant brand, not your grandmother’s cereal.”