Wheaties is looking to the stars (again)

The most frequent editorial comments on The Breakfast Bowl have concerned Wheaties. I have often wondered why General Mills has not taken better advantage of this iconic brand, especially in marketing to men. Sure, they tried several different strategies over the years, and for a time appeared to have success (or at least prominent brand position) by focusing on big name sports leagues, teams and players. But, about ten years ago, sales were soggy and Wheaties had become mediocre. In 2009 they tried by introducing Wheaties FUEL, but that was not well executed. Since then, the company has appeared to be floundering with Wheaties, lacking clarity and marketing focus. Most recently they tried going after the younger crowd with extreme sports, but I doubt that has achieved its goal.

Last month, however, we saw a glimpse of perhaps a new strategy. Or, at least an old strategy revived. General Mills announced that the young golfing sensation, Jordan Spieth, has now signed on with Wheaties and will be gracing the front of a new box coming very soon. Spieth is a big name, and for many is the new Tiger Woods, another Wheaties alumnus. Obviously, the Big G is hoping that his prominence will sell many orange boxes, and perhaps push new energy into the Wheaties brand. It is the first really big star in many years, and could be a sign that, if this works, we could see more big names back on the boxes. (By the way, yes basketball great Stephen Curry was on Wheaties not long ago, but General Mills was going the cheap route - he only appeared in street clothes, as including him in a Warriors uniform would complicated the arrangement due to licensing costs, etc.).

Overall, getting Jordan Spieth on Wheaties is a good move. I am not convinced, however, that it is a strong long-term strategy. Ultimately, General Mills needs to do more with the Wheaties brand, and part of that might mean a close look at the cereal itself.

In the meantime, we'll be watching the stars.