TV still
Mikey Likes It
Life Cereal · 1972
- Agency
- Doyle Dane Bernbach
- Campaign
- Mikey
Analysis
Mikey eats from a bowl of cereal while his brothers watch. A child who rejects many foods becomes the test of whether this one tastes good.
Skeptical testerFamily dialogueSurprise endorsement
Why it worked
Mikey’s reaction supplies the answer to his brothers’ doubt. The small scene makes the product claim feel like a discovery.
Lesson
Choose a tester whose approval means more because it is difficult to obtain.
Image source
© Life Cereal. Shown for study and commentary.
Not affiliated with or endorsed by Life Cereal.