Creating digital brand guidelines for General Mills

The Brief
Betty Crocker, Pillsbury and Old El Paso all needed a refreshed tone of voice on their digital channels. Every digital touchpoint has its own role within the marketing ecosystem, so it was our job to determine the best way to bring the brands to life wherever the audience is interacting with them.

My Creative Role
We led the clients through a tone-of-voice workshop where we landed on some key characteristics that matched the needs of each brand. From there, I created some spec copy using the new voice elements.

Results
The clients sounded pretty happy about it, but I’ll let the quotes below do the talking.