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In recent years, Wheaties had become a faded icon. The brand struggled to maintain relevance with younger consumers and needed to reevaluate its role in modern life and culture. Wheaties had focused on selling the functional benefits of their cereal and lacked emotional resonance.
Wheaties has always taken an unconventional approach within a category dominated by cartoon characters and bowlfuls of product reassurance. We encouraged Wheaties to embrace its original sense of confidence and and reclaim its distinctive editorial style; a breath of fresh air and a striking appearance on shelf.
By simplifying and strengthening the brands iconic equities and leveraging a more contemporary editorial style, we have layed the fundamental design foundation for The Breakfast of Champions to make its comeback.