The marketing manager along with the Wheaties brand team launched a line extension they believed would strengthen the legendary brand. Wheaties Fuel, a ready-to-eat cereal targeted specifically toward guys and designed to help users "Prepare to win" was introduced to consumers in September 2009, with a 360 degree campaign utilizing television, print, online, and in-store promotions to develop recognition.
Wheaties Reinvigorating an Iconic Brand (B) Case Study Solution
By attaining buy-in early on from Peyton Manning, Kevin Garnett, and Dr. John Ivy, a world-renowned expert on the role of nutrition and exercise functionality, the Wheaties team was able to not only create a cereal that was made by champions for champs but also to create start buzz with a unique method of creating the cereal.
PUBLICATION DATE: September 11, 2012 PRODUCT #: UV6537-HCB-ENG
This is just an excerpt. This case is about INNOVATION & ENTREPRENEURSHIP
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