Director of marketing and brand Wheaties team launched a line extension that believed strengthen legendary. Cereals Wheaties Fuel-RTE specifically targeted at men and designed to help users to “prepare to win” was introduced to consumers in September 2009, with a 360 º campaign using television, print media, Online and in-store promotions to create awareness. Gaining buy-in early Peyton Manning, Kevin Garnett, and Dr. John Ivy, world renowned expert on the role of nutrition and exercise performance, the team managed to not only create Wheaties cereal that was made by the champions of champions, but also to make noise before the launch of a unique method to create the cereal.
by
Marian Moore,
Adam Weinberg
Source: Darden School of Business
1 pages.
Release: September 11, 2012. Prod #: UV6537-PDF-ENG
Wheaties: A new start for an iconic brand (B) of the solution of the case
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