Go-Gurt

Go-Gurt had been a go-to for kid snacks and lunches for decades. But it had a big problem – it was difficult to open. So General Mills redesigned the product to make it easier for kids to open on their own. We leveraged an insight that the new tube design created a generational divide between kids who had endured the challenge of Go-Gurt’s original packaging, and the new generation of kids who would never know the Go-Gurt struggle.