January is typically a busy month for me, so I've been rather quiet here on and on social media, but with all that's happening in the cereal world, it's time to get back!
Over the years Wheaties has been one of the favorite topics on this blog. The venerable brand has been a showcase of cereal marketing and how it expresses itself in American culture, but for at least a decade has struggled to find itself. There have been numerous attempts to revive the cereal, including the ill-fated Wheaties Fuel, but nothing has seemed to work.
Apart from the new breed of athletes that are starting to appear on the boxes, of equal interest is the new, or rather old, Wheaties design that has appeared with this rebirth of the cereal. Gone is the noisy, colorful redesign attempt of the last year or so. Instead, Wheaties is returning to its roots, with a simple orange and white box, with no extraneous markings to distract from what really matters, the athlete. While millenials do not have memories of the boxes of 30 or 40 years ago, the stark throwback nature of this design is bold and should stand out on the grocery store shelves.
It will be interesting to watch whether this latest strategy is the one that General Mills needs for success with Wheaties.
Now, if they could only update the cereal itself, but that's another story...