Each ad was uniquely tied to one episode, one program. Using 3 billboards, the first billboard referenced the program’s storyline that developed over the past 6 weeks, which segued into the next board that connected the fleetness of the passage of time, to Cheerios’ ability to lower cholesterol by 4% over the same 6 weeks. Final billboard was product logo with tagline, "4 in 6 (Now’s the time).”

Positive baseline growth after 14 months of flat sales for a huge brand that competes against hundreds, in a category plagued by stagnant growth. Consumer verbatims: “...has people talking,” “…normally fast forward on…TiVO, but when I saw …(program character name) in print, I went back to watch your entire commercial!”