Wheaties Links With Woods, Golf Digest | Adweek Wheaties Links With Woods, Golf Digest | Adweek
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Wheaties Links With Woods, Golf Digest

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General Mills has enlisted Tiger Woods and Golf Digest for a promotion on 1 million boxes of Wheaties next month.

The package calls for a 22-page booklet -- "The Making of a Champion"-- with dozens of Woods photos to be shrink-wrapped to the familiar orange boxes. In it, Woods will describe the "key people and events that have helped shape my philosophy of continually striving to be the best I can be -- not only in golf but in every aspect of life."

Back panels of the cereal boxes include a coupon for two trial issues of Golf Digest and promote a year-long contest -- "Gold Digest Trip for Two" -- that runs on golfdigest.com/wheaties and offers a trip for two to the 102nd U.S. Open at Bethpage, N.Y., June 12-16, 2002.

"Tiger's an icon recognized across all generations," Nancy Weber, Golf Digest's vp-marketing, said, adding that the promotion is intended to reach new golfers unfamiliar with the magazine.

The effort kicks off as fans await The Masters in Augusta, Ga., to open April 2 with Woods in the hunt for another title.