Friday, September 18, 2009

Wheaties Rebrands Itself With Fuel. Win. Evolve. Will You Step Up To the Plate (or the Bowl)??

Wheaties has always been active in sports marketing. If you google "Wheaties Box" you'll find a variety of boxes with different athletes ranging from Michael Jordan, to Wayne Gretzky, to the newest, most controversial athlete, Michael Phelps. But now they've taken sports marketing to the next level by rebranding themselves as a sort of "sports fuel" for athletes.

They've got some big names on board, most notably, Albert Pujols of the St. Louis Cardinals. Other big name athletes include Peyton Manning and Kevin Garnett. They've gone social with a Facebook page, Twitter , and a Youtube site with six videos documenting the research behind the cereal. All in all, I think it's a pretty effective campaign and I'm actually excited to try it out (if I can find a box. It's only sold online as of now).

The only negative aspect of this rebrand is the fact that it leaves out a huge potential customer base - girls and moms. They are the ones that usually pick out and buy the cereal, and I have a feeling they'll skip right over a black box with five male athletes on the front. We'll see what happens.

Regardless, I've posted one of the brand's youtube videos below. It interviews the athletes and goes over their training routines. Apparently, they designed the cereal around each of the athletes training and what they needed to refuel, evolve, and win.

Do you guys like this campaign? Will you buy the cereal? I'm interested to hear what you think.

Check out the Wheaties website here.

Also, check out my website for a new article on "Turning the Target Market Upside Down." It's about the possibility of effectively advertising male targeted products (like Wheaties) to women.

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