Rewriting a childhood brand
for grown-up millennial men.

The Brief

The cereal you grew up loving isn't just for kids anymore. With a new target audience — a subset of millennial men — the challenge was reworking Cap'n Crunch's voice and presence on social media and their website.

We moved away from the punny, nautical, child-adjacent language of the past and built something humorous, self-aware, and native to where the audience actually lived online.

What I Did

Brainstormed monthly social content ideas across Facebook, Twitter, and Instagram, then wrote all the copy in the new brand voice.

Concepted and wrote content for the redesigned Cap'n Crunch website, including product pages, homepage copy, and brand voice guidelines.