Post cereal shows men it takes 'Grape Nuts' to get things done

NEW YORK In a departure for a traditional cereal brand, Post Grape-Nuts is launching an integrated marketing campaign created by Ogilvy New York that specifically targets men, titled “That Takes Grape Nuts.”

The cornerstone of this initiative is an original 50-episode web series titled “The Guy’s Manual,” which features host Kenny Mayne from ESPN’s “Mayne Street.”

“The Guy’s Manual” includes webisodes and articles to discuss everything from work and relationship to family and style. In addition, visitors to “theguysmanual.msn.com” can send “nuggets” of wisdom to friends and learn about Grape Nuts.

The “That Takes Grape Nuts” tag is the foundation for the series that provides advice to men on how to get the tough things done. The campaign also includes print, radio and banner ads through Sports Illustrated’s media network that drive to the MSN Web site. The effort is debuting with 14 episodes that will eventually expand to include as many as 50 total webisodes airing over the next eight months.

 “Grape-Nuts is one of Post’s core brands, and has a loyal and dedicated following of men,” said Steve Van Tassel, president of Post Foods LLC, a subsidiary of Ralcorp Holdings, Inc. “With this new campaign, we are stepping up our support of one of our signature brands with a clever and long-term effort that speaks directly to our target audience.”