Ironman champion Chris McCormack makes it to Wheaties box

By Todd Wasserman on Mon Oct 11 2010

Wheaties

When it comes to endorsement deals, endurance athletes don't really get their due. If you can hit a baseball well, you'll make millions. If you can win a 140.6-mile race that includes swimming, running and biking, you consider yourself lucky to take home the $20,000 in prize money. But now General Mills is recognizing Chris McCormack, who won the grueling Ford Iron Man Triathalon in Honolulu by putting him on the iconic Wheaties box. Since Wheaties' Fuel is a tie-in partner for the event, the deal makes sense, especially in an age when baseball heroes are often found to be steroid users. Speaking of ballplayers (not steroids), the first athlete to grace a Wheaties box was Lou Gherig, whose picture ran on the back in 1934.

Post settles with Hulk Hogan over Cocoa Pebbles appearance

By T.L. Stanley on Fri Oct 1 2010

Marketers can't just go around appropriating celebrities' likenesses without forking over some dough. Just ask E*Trade, whose "milkaholic Lindsay" ad in the Super Bowl ended up costing them some scratch, reportedly, when Lindsay Lohan showed how paranoid she was by filing a lawsuit. (Included in the legal language: That baby smack-talked me! Not included: I need money!) That one's tenuous at best, but Post Foods rightly got its hands slapped by Hulk Hogan, who showed up in a Cocoa Pebbles ad in cartoon form, complete with a WWE-replica championship belt. (At least he got to pulverize Fred Flintstone and Barney Rubble.) Since Hogan never agreed to star in that campaign, he threatened to sue. Post settled this week, giving the grappler an undisclosed amount of cash. The ad, seen here, was pulled. So that's a bam-bam for Post.

General Mills again resurrects vintage packaging for five cereals

Posted on Fri Feb 12 2010

Cereal1

This Valentine's Day, get thee to Target, which beginning on Sunday will be exclusively selling a line of five limited-edition General Mills cereals with retro packaging from the '60s and '80s. The cereals are Lucky Charms, Cheerios, Honey Nut Cheerios, Cinnamon Toast Crunch and Trix. This is the third year of the promotion. The goal is to tap into consumers' desire for nostalgia, which is big nowadays, and particularly so in a tough economy. Check out the packaging for the other four cereals after the jump, with the old boxes on the left and the new ones on the right. You'll notice some interesting differences. On the Lucky Charms box (above), the leprechaun wears a scarf, has rosy cheeks and sits atop a toadstool. (The new box is fungus free.) On the Honey Nut Cheerios box, the bee pours a pot of honey, not a honey wand, over the cereal. (Gotta cut back on the sugar.) And the old Cinnamon Toast Crunch packaging has notebook-paper lines rather than the current swirls. All five retro cereals also contains offers for vintage games and prizes we grew up with in our childhood. How's that for a trip down memory lane?

—Posted by Elaine Wong

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British cereal reveals just who's doing all those Google searches

Posted on Tue Nov 24 2009

Weetabix

Years ago, then-Alaska Sen. Ted Stevens explained that the Internet is really just "a series of tubes." We can all have a good laugh about that now, but according to a viral campaign from British cereal maker Weetabix, tubes are much more high-tech than what really drives the Web. Yes, Google is actually powered by a librarian who has had her Weetabix and thus is ready to field your questions. (The campaign, by WCRS in London, seems to take a similar tack as the ads for Holiday Inn Express, which make similar IQ-enhancing claims.) A Subservient Chicken she's not, but you can still have fun typing in rude words and getting a good finger-wagging, if you're into that sort of thing.

—Posted by Todd Wasserman

Wheaties' Willis Reed box recalls era when Knicks weren't a joke

Posted on Wed Feb 4 2009

Reed

"In a time of mood rings and Pet Rocks, 36 cents bought a gallon of gas and a postage stamp cost a dime. At Madison Square Garden, the crowd went wild as they heard, 'Here Comes Willis ...' " So reads the nostalgic press release issued today announcing the new limited-edition Wheaties box featuring Willis Reed, the former Knicks star. Reed, who is making his first appearance for the cereal brand, was chosen to commemorate Black History Month. He joins Satchell Paige, Arthur Ashe, Walter Payton and others who have also received the honor. Sadly, no one on the Knicks' roster today (you know, like the 700-pound Jerome James or the seemingly insane Stephon Marbury) will ever end up being honored by the Breakfast of Champions.

—Posted by Kenneth Hein


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