Breakfast of Champions

 

A game of relevance

 

Iconic American breakfast brand Wheaties had always taken a bold approach to branding in a category bound by conventions. Amongst a sea of character brands and bowlfuls of product photography, Wheaties boxes featured famous sporting heroes. Over time though, functional benefits had overtaken emotional resonance and Wheaties was struggling to maintain relevance.

 

Swagger and soul

 

We recognised that today’s consumers respond to a set of role models that is far wider than sporting legends. Leveraging this insight we broadened the definition of “champion” to a mindset, rather than a sporting title. We brought back the confidence of the brand’s original pioneering spirit by adopting a striking editorial approach. We kicked precautionary category conventions into touch and gave the brand its swagger back.

 

A winning design

 

A complete visual identity system and a pipeline of new pack editions put the brand on the front foot again.