• Wall Street Journal, Thursday, March 26, 2009 11 AM

Post Foods is launching a cheeky ad campaign for Grape Nuts that is aimed at men, Suzanne Vranica reports. It includes a Web site on MSN. "The Guy's Manual" http://theguysmanual.msn.com/?Category=catID1&Id=a1that has dozens of two-minute videos with titles such as "Breaking Up With a Co-Worker" and "Dropping a Belt Size Before Your Class Reunion."

The site also offers tips on topics like restoring vintage cars and beating your boss at golf. The campaign's print ads, which will run in Sports Illustrated, feature men fishing and golfing and include the new slogan "That Takes Grape Nuts."

"When you tackle something tough at work or at home, that doesn't just take know-how -- that takes Grape Nuts," says a voiceover in the Webisodes. Post is trying to stand out in the $6.6 billion ready-to-eat cereal category, Vranica writes. The Grape Nuts brand -- which is eaten mostly by men (did that surprise you, too?) -- has been hurt by a host of competitors in the healthy-cereal category, including Kellogg's All Bran and a range of varieties from Kashi.

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