The story here, however, is not more Wheaties boxes with athletes on them. It is that this is an opportunity for General Mills to highlight a major redesign of the core Wheaties box itself, the first such move in many years. In actuality they released a generic version of the new design back in the fall, but now with these star athletes the fresh look is fully expressed and promoted.
The boxes have a new energy to them, with a revamped wordmark all brighter and gradient oranges, all obviously targeted to a younger audience. The boxes definitely will stand out more on the grocery store shelf.
But, will this new look result in more sales and a rejuvenated brand? Only time will really tell.
UPDATE: The Wall Street Journal featured an article the same day on Wheaties' struggle, including a quote from yours truly. Unfortunately, they got the quote partly wrong, as I was referring to the now discontinued Wheaties Fuel, not the base Wheaties. So, Wheaties lovers relax. I know there are some of you out there!