Wednesday
Sep092009

Wheaties Fuels Cereal Launch With NBA All-Star Sweeps

September 9, 2009: Wheaties has unveiled the cover for its new cereal, Fuel, as well as numerous bells and whistles to help market the product's launch, including a trip to the NBA All-Star Game in Dallas in February and limited-edition boxes.

Five previously announced athletes will glare at consumers from shelves beginning in January: Peyton Manning, Albert Pujols, Kevin Garnett, triathlete Hunter Kemper and gold medal-winning decathlete Bryan Clay. Wheaties, a division of General Mills, said that these and other athletes worked with the company to design Fuel "to help power athletic performance." Wheaties Fuel will not replace the original Wheaties but "will make up the evolved and expanded 'Breakfast of Champions' product portfolio."

As part of this round of marketing support, Wheaties has launched a Web site housing a trivia-driven sweepstakes with the grand prize of a trip for two, including air, $500 cash and tickets, to 2010 NBA All-Star Game in Dallas. Sample questions: "What is the name of Peyton Manning's foundation?" and "In a triathlon, the swimming portion takes place in: a swimming pool, open water, both?" Visitors can earn up to four "W's" per day en route to compiling the most correct answers by Dec. 28. (Complete details here.)

In addition, Wheaties is offering a limited-edition of the new cereal box cover online only for $9.99, which also includes a three-month sub to Men's Health Personal Trainer, an online fitness program from Men's Health.

Wheaties has been unveiling a series of online spots featuring the cover athletes. Lead agency is Saatchi & Saatchi. Tagline: "Fuel. Win. Evolve."

“We’re excited to bring the first-ever cereal designed specifically to help fuel athletic performance to the market place,” Dan Stangler, marketing manager for Wheaties, said in a statement. “Wheaties Fuel takes advantage of the advances in science of the past 85 years and leverages the expertise of champion athletes, a leading sports nutritionist and everyday athletes, to create a product that will be fueling wins for the next 85 years.”

Wheaties Unveils Details Of New Fuel Cereal, Marketing

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