Kellogg Beats GM To Phelps

Posted by: David Kiley on August 29, 2008

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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.

Reader Comments

Denise Lee Yohn

August 29, 2008 8:41 PM

Actually I think GM might have made the smarter move.

Kelloggs' is a tried, and somewhat tired approach -- trying to get kids’ attention on the shelf (and in the pantry) and tying his good-ol-American-boy image to the company’s social responsibility platform in order to earn props with parents.

GM, on the other hand, is using their celebrity tie-in to break new ground -- integrating it into a new positioning for Wheaties, targeting adults who are serious about athletic performance.

see http://deniseleeyohn.com/bites/2008/08/28/brand-of-champions/ for more info

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News, opinions, inflammatory meanderings and occasional ravings about the world of advertising, marketing and media. By marketing editor Burt Helm, Innovation Editor Helen Walters, and senior correspondent Michael Arndt.

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