Posted by: David Kiley on August 29, 2008
Now, this is the kind of marketing one-upmanship I like to see.
It is tradition for General Mills’ Wheaties to put the athlete of the moment on its box. Heck, it’s almost a right of passage for the best athletes who are known to put the framed Wheaties box amongst their trophies.
But Kellogg swooped in and signed Olympic hero Michael Phelps to emblazon his Gold Medal body on boxes of Corn Flakes and Frosted Flakes.
Wheaties put Phelps on a box back in 2004. But, clearly, this is the bigger year.
Wheaties this year signed Gold Medal gymnast Nastia (that’s a tough first name for a kid to grow up with) Liukin and decathlete Brian Clay.