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While TV and print ads for virtually each form of product function celebrities, it could be extraordinary to see a superstar's face smiling up at you from a can of beans or a package of eggs. So why is it totally usual to see some of the biggest names in sports on cereal containers?
Breakfast of Champions – The Wheaties Box Starts the Trend
In a modern-day cereal aisle, its most likely in between the colourful cool animated film mascots there will be a good selection of brands with celebrities on the boxes – however that wasn't at all times the case. It all began with Wheaties (or as they used to be recognized, "Washburn’s Gold Medal Whole Wheat Flakes.")
In the 1930s, the breakfast cereal Wheaties forged a partnership with professional baseball that gave them celebrity endorsements like Lou Gehrig that legitimized their new slogan, 'a breakfast of champions.'
Kate Greenberg, sports advertising and marketing advisor for Hill+Knowlton Strategies informed eater: "Their slogan and the athletes featured on the boxes really reinforce this idea that their product can propel you toward achievement."
Going for Gold – A Cereal Box is the First Step for Olympians Looking to Earn Million Dollar Endorsements
It wasn't until 1958 that Wheaties moved the athletes to the front of the box, on the other hand. Rather that simply selecting baseball stars, the logo was once looking was in search of all types of sports celebrities and position models – and continue to nowadays.
"We look for athletes who represent their respective sports," stated General Mills advertising and marketing manager Dave Oehler informed eater, "They’re selected based on their athletic achievements and how they personify being a champion, both on and off the field of competition."
One evident source of champion athletes was Olympians. The first two featured on the Wheaties containers were Bob Richards (two time gold medalist in males's pole vaulting) and Caitlyn Jenner (1976 males's decathlon champion.) The two went on a national fitness tour for Wheaties.
Dozens more Olympians had been featured on cereal boxes – which is extremely really helpful now not only for the brands but additionally for the athletes. Olympians aren't paid to appear in the Olympics, and frequently have to carry the price range within their communities or practice for grants to train and move to the video games – however with endorsement deals, some can finally end up extraordinarily a success.
Olympic famous person Shaun White, who had his personal Wheaties box in 2010, makes millions from endorsements like Hewlett-Packard, Oakley, and Red Bull: "I really just take a sponsorship and I go, ‘Okay, does this align with what I’m all about? Does this make sense in the first place? What will people think if I do this?’ And then at the end of the day it’s up to me really turning it into my own thing," Shaun white advised Rebecca Murray for Showbiz Junkies, "I’ve done all sorts of random endorsements to normal endorsements, like industry endorsements you could say like Oakleys. It’s a product that I use on the mountains, the sunglasses I wear around."
While Wheaties itself does not necessarily pay as much as a few of the different major superstar endorsements (which will offer big-name stars millions for appearing with the product) what it does offer is a probability to elevate their world profile – and a shot at those million-dollar offers.
"That opportunity opened many doors for me professionally as I ventured into the entertainment business from the world of sports," Caitlyn Jenner confirmed to Whitney Filloon of eater.
A Childhood Dream of Icons
The Wheaties box might assist to release the post-Olympic careers of athletes, but it surely has also made being on a breakfast cereal box virtually a status image in the sports world.
In 2019, Serena Williams, already a Four time Olympic gold medalist with 23 Grand Slam singles titles and 14 Grand Slam doubles titles used to be on the vintage orange Wheaties box. For her, it was pleasurable a childhood dream:
"I am so excited to be on the cover of the next Wheaties box," Williams mentioned via a press release. "I have dreamt of this since I was a young woman and it's an honor to join the ranks of some of America's most decorated athletes. I hope my image on this iconic orange box will inspire the next generation of girls and athletes to dream big."
The current box options Lebron James and pictures of scholars from the I PROMISE School, the place academically in danger scholars are mentored against a unfastened school schooling. James's mom Gloria shared with the Akron Beacon Journal that as a child, Lebron used to "marvel at the athletes on the box, never imagining that someday he would join them."
Sources: General Mills Eater, Sports Management Degree Hub, Forbes, Showbiz Junkies E!, Akron Beacon Journal
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