General Mills‘ campaign around its new Wheaties Fuel is generating buzz “in cereal marketing circles,” MediaPost reports.
Attempts to widen the Wheaties brand have failed in the past. (See: Honey Frosted Wheaties, Crunchy Wheaties ‘n’ Raisins, and Wheaties Energy Crunch — none of which are still in production.)
This time around, General Mills has come up with a marketing campaign aimed exclusively at men. A collectors box that went on sale this week features all male athletes on the front, and the cereal has been heavily promoted in Men’s Health magazine.
Marketing pros interviewed by MediaPost say the strategy is promising and cite Kellogg’s success spinning-off Special K cereals for women.