In case you missed it, Wheaties made a commemorative box with former Secretary of State Madeleine Albright on it. For the General Mills cereal, known as the "breakfast of champions," a one-shot box with Albright is part of an effort to redefine what kind of champions the brand will be touting.
— Madeleine Albright (@madeleine) October 16, 2014
"A champion is no longer solely the megastar athlete; it is also any person who looks inside and challenges their personal best," the brand says on its website. "And that's the ethos of the current incarnation of Wheaties: celebrating the awe-inspiring superstars."
While Wheaties has had a long history of success with sports stars—the brand first struck gold with Lou Gehrig in the 1930s—it's exciting to see it shake things up. Albright may be a very different kind of star, but maybe she's the kind that could get Americans excited about cereal again.
The brand has been using its social channels to revamp the Wheaties image to fit in with millennials, using hashtags like #tbt and #grandpaswag to generate more interest. Nothing has been as successful as Albright's tweet, though.
While a little bizarre, the spot above certainly grabs your attention. Is the Wheaties flake supposed to be buff? Why are the legs so skinny then?
- The cereal was created by accident by a health clinician at Washburn Crosby Company (predecessor to General Mills) in 1921. He liked the taste of his cooked wheat gruel and let the company know.
- Wheaties helped kickstart Ronald Reagan's career. He'd been an Iowa sportscaster, and through a nationwide Wheaties poll, he was voted as the favorite announcer. He'd won a free trip from Wheaties to California and while out there took a Warner Brothers' screen test.
- Michael Jordan has appeared on the Wheaties box a record 18 times.