GDUSA - 2019
Pillsbury is a true American icon with nearly universal recognition and positive sentiment from consumers across the country. However, its relevancy was waning as the brand struggled to connect with a new generation of families.
With no clear understanding of its place in this new cultural landscape, the Pillsbury team partnered with CBX to define the brand’s purpose and meaning in order to unlock future growth.
Research & Insights
Purpose & Meaning
Cultural analysis and in-depth consumer research revealed that Millennial families were done with false images of domestic bliss. American kitchens are no longer solely the domain for culinary pursuits – they’re the hub for all family activity. Shared experiences are valued above anything else.
Instead of simply touting their products, Pillsbury had an opportunity to share the authenticity of the experiences their brand could facilitate. They needed to transform their brand and their culture from an old school baking company to a modern making company.
CBX developed a full Brand Meaning System that defined the purpose and behaviors used to inspire and guide the brand experience – both verbally and visually – across all communication platforms, including packaging design and brand voice.
The shift from “baking to making” inspired new creative, galvanized a new consumer experience across digital platforms and lead to a 9% increase in sales for Pillsbury Grands 12 months after launch.
Now your business is asMark Addicks, General Mills CMO
large as your imagination.
You can start to add services
that can be very powerful
for your business model.
CBX may collect and store, or have third parties collect and store, personal information that you choose to provide to us through the Site like the following: contact information like your name, email address, phone and mobile numbers; information automatically collected from the devices you use to connect to the Site; demographics like birthdate and zip code; comments, creative assets, portfolio information, resumes and other content you upload or submit to the Site when you apply for a job (collectively, “Personal Information”).
We may use your Personal Information as follows:
We may also combine your Personal Information in an aggregated manner which is no longer personally identifiable to use for CBX’s own legitimate business purposes.
Consistent with applicable law, you may ask CBX:
CBX will respond to any such request submitted at email@example.com and may ask you to verify your identity.
CBX and our Third Party Providers (as defined below) may also collect certain information about the use of the Site by automated means, such as cookies, web beacons and other technologies, which allow the collection of information about the Site users’ online activities over time. We currently do not respond to web browser-based do-not-track (“DNT”) mechanisms.
The information that may be collected by automated means includes URLs that refer users to the Site, search terms used to reach the Site, details about the devices that are used to access the Site (such as IP address, browser type, and operating system information), and users’ interaction with the Site (like date, time, frequency and length of visits, and pages accessed).
http://google.com/analytics/learn/privacy.html. Go to https://tools.google.com/dlpage/gooptout?hlten+GB to opt out of Google Analytics.
CBX does not sell or otherwise disclose Personal Information collected about you, except as described herein or as otherwise disclosed to you at the time the data is collected.
Your information may be shared internally at CBX and with service providers retained to perform services for CBX, including, without limitation, hosting or operating the Site, carrying out your requests, responding to your inquiries, reviewing your employment applications, providing newsletters, bug tracking, and storing video content and analyzing data. CBX requires these service providers by contract to appropriately safeguard the privacy and security of Personal Information they process.
CBX may transfer the information collected on the Site to other countries other than the one in which the information was originally collected, and you hereby consent to such transfer. Those countries may not have the same data protection laws as the country in which you initially provided the information. When your information is transferred to other countries, CBX will protect that information as described in this Privacy Notice and as required by applicable law.
The security of information is important to us, and we are committed to using reasonable measures to protect the Personal Information collected. However, it is not possible to completely eliminate the risks or completely guarantee the security of Personal Information. As unauthorized access to Personal Information can occur because of computer failures and other factors and could compromise your Personal Information, we are not liable for any wrongful, illegal or malicious actions which compromise the security of your Personal Information.
The Site may provide links to other websites for your convenience and information. These websites may operate independently and have their own privacy notices or policies, which you are strongly encouraged to review to better understand their procedures for collecting, using and disclosing Personal Information. CBX is not responsible for the content of the linked websites, any use of these sites, or the privacy practices of these sites.
The Site is not intended for children and we do not knowingly solicit personal data from or communicate with children under the age of 13.
If the California Consumer Privacy Act (CCPA) applies to your information, we provide these disclosures and tools so you can exercise your rights to receive information about our data practices, as well as to request access to and to review, update, and delete of your information, as well as export and download a copy of it. CBX processes your information for the purposes described in this policy, including:
Protecting against security threats, abuse, and illegal activity. CBX uses and may disclose information to detect, prevent and respond to security incidents, and for protecting against other malicious, deceptive, fraudulent, or illegal activity. For example, to protect our services, CBX may receive or disclose information about IP addresses that malicious actors have compromised.
Auditing and measurement. CBX uses information for analytics and measurement to understand how our services are used.
Maintaining our services. CBX uses information to ensure our services are working as intended, such as tracking outages or troubleshooting bugs and other issues that you report to us.
Research and development. CBX uses information to improve our services and to develop new products, features and technologies that benefit our users and the public.
If you have additional questions or requests related to your rights under the CCPA, you can contact CBX.
CBX Worldwide, LLC
35 East 21st Street
New York, NY 10010
CBX reserves the right to change or add to this Privacy Notice from time to time and will post any revisions on this Site. The bottom of the Privacy Notice will indicate when it was most recently updated and your use of the Site will indicate your agreement to any such changes. We encourage you to check back often to review the latest version.
New York, Miami, Austin, London
Expertise: Building digital and social experiences
Digital, Media, Video, CRM, Data & Analytics, and E-Commerce
Expertise: Building engaging omni-channel experiences via branding and design
Strategy, Innovation, Branding, Shopper Marketing
Beijing, Ho Chi Minh City, London, Melbourne, Shanghai, Singapore, Sydney
Expertise: Simple, effective strategy and design experience
Brand Evolution, Innovation, Packaging Design, Digital
This tight network of independent agencies helps support our clients with full-service international services:
Together, the sister agencies, DX, Lonsdale, and Cowan, share the same high standards of excellence, a client-centric philosophy, and are dedicated to one another as partners in providing our clients with the best possible strategic and creative thinking.