Wheaties Breakfast and Brand of Champions

General Mills Cereal Has Built Business Around Great Athletes

Aug 30, 2008

General Mills' Wheaties retains its reputation as perhaps sports' most respected endorsement.despite the loss of Olympic Swim Champ Michael Phelps to rival Kellogg,

Wheaties successfully branded itself as The Breakfast of Champions" in the 1930s, before most marketers even used the term "branding." The General Mills cereal has associated itself with great American athletes for nearly three-fourths of a century, starting with New York Yankee first baseman Lou Gehrig. It has been an effective combining of advertising and public relations.

Over the years, Wheaties has become one of sports’ most desired endorsements, not only for the money it brings the athletes, but also for the prestige and recognition that comes with being pictured on its cereal boxes.

Decathalon Champ Brian Clay

Frequently after the Olympics, Wheaties has named an outstanding American athlete to be pictured on the Wheaties boxes. Following the 2008 Olympics, General Mills named Olympic Decathalon Champion Brian Clay and Gymnast Champ Nastia Liukin as the latest in the long line of great athletes it has pictured.

"Having your picture on the Wheaties box is something all athletes strive for," Clay said. "It’s a mark of distinction that says you’ve reached the pinnacle of your career."

Michael Phelps, who won eight swimming gold medals, appeared to be the natural selection for the Wheaties endorsement after the 2008 games in Beijing. However, according to the AdAge, a General Mills spokesperson ended that speculation in August by sending out an email saying "Michael Phelps will not appear on a Wheaties box this year." She added that General Mills had been "honored to welcome him into the Wheaties family" four years earlier.

Frosted Flakes Gets Michael Phelps

Phelps is believed to have gone with Kellogg instead of Wheaties because he already had a Kellogg endorsement for its Frosted Flakes and Corn Flakes before the Olympics and because Kellogg was probably able to offer him more money after the 2008 games.

AdAge reported that in 2007 Kellogg spent $11 million in measured media on Frosted Flakes alone. General Mills, which can count on its well-established "breakfast of champions" slogan and long-time sports affiliation to carry much of its marketing, spent $114,000 advertising Wheaties in measured media.

It was a major marketing coup for Kellogg. Apparently Clay and Liukin got the honor and Phelps got the money. Kellogg normally runs a tiger cartoon character on its Frosted Flakes boxes.

Polevaulter Bob Richards to Golfer Tiger Woods

Wheaties has designated seven of the hundreds of athletes it has honored as official spokespersons for the brand. They are Olympic champions Bob Richards, Bruce Jenner and Mary Lou Retton, NFL Hall of Fame Running Back Walter Payton, Tennis Champion Chris Evert, basketball superstar Michael Jordan and all-time golf great Tiger Woods.

Clay and Liukin "Terrific Role Models"

Besides excelling in their individual sports, all seven of those athletes contributed generously to civic, community and charitable causes and have been cited as great role models for young people.

Wheaties Marketing Manager Joe Driscoll referred to those characteristics in naming Clay and Liukin. "They’re both terrific role models and represent the very best of the championship ideals that have made Wheaties ‘The Breakfast of Champions’ for more than 80 years."

Wheaties was launched in 1924 as a whole grain wheat flake cereal and has always been promoted it as a healthy breakfast. It began its association with sports in 1934 with a "Breakfast of Champions" sign on an outfield wall in Minneapolis’ Nicollet Park.

The copyright of the article Wheaties Breakfast and Brand of Champions in Advertising is owned by Carroll Trosclair. Permission to republish Wheaties Breakfast and Brand of Champions in print or online must be granted by the author in writing.