Best Behavior

The opposite of bravery isn’t cowardice, it’s conformity and in the CPG industry, there are vast seas of sameness. There are untold benefits to zigging while a category zags, but the key to standing out isn’t simply being different for different's sake, it’s being different in the right ways that challenge a category without alienating consumers.
This principle was at the heart of our recent brand creation Best Behavior Cereal, a high protein, low-sugar cereal created in partnership with Redbud Brands.