Anita's Multicultural Marketing Blog: Wheaties Celebrates Black History Month With New Box

Thursday, February 5, 2009

Wheaties Celebrates Black History Month With New Box

When General Mills' Wheaties cereal brand formally unveiled its latest box design featuring a likeness of NBA Hall of Famer Willis Reed at an event at New York's NBA store on Wednesday, none other than the former Knicks player himself stepped up to pull the wraps from a mockup of the box.
Such pomp and circumstance might be forgiven with Wheaties, whose brand equity is arguably more about the sports icons gracing its boxes than the cereal itself. The 80-plus-year-old brand, which has celebrated the likes of Bruce Jenner, Tiger Woods, Stone Cold Steve Austin, boxer Max Baer and NASCAR racer Cale Yarborough with its "Breakfast of Champions" tag since 1934, is timing the new limited-edition Willis Reed packaging with Black History Month.

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Understanding The U.S. Multicultural and Women Market And It's Business Potential

Four major changes have occurred in the U.S. market over the last 10 years:

- First, demographic shifts resulting in increased ethnic and women buying power which have motivated more marketers to target these emerging consumers.

- Second, the growth of technology allowed the young and diverse consumers to have access and share any information that speaks to their "core" lifestyle needs (closing the gap).

- Third, in the U.S. there has been a shift in political participation and influence from diverse groups.

- Lastly, globalization calls for U.S. professionals to have a better handle on how international emerging markets influence the domestic markets and vice versa.

The current market landscape requires marketers and advertisers to address the U.S. consumer market with products and messaging tailored to each market segment.

Let's explore these opportunities and share best practices through this blog.