Business Case Studies & Business Publications

Wheaties: Reinvigorating an Iconic Brand...

Moore, Marian Chap...

Case

Wheaties: Reinvigorating an Iconic Brand (C)

Moore, Marian Chapman; Weinberg, Adam; Tang, Jeff

M-0830 | Published September 11, 2012 | 5 pages Case

Collection: Darden School of Business

Product Details

The results were not promising following the initial campaign and launch of Wheaties FUEL as sales dipped five months after it had been put on store shelves. Still there was a 96% incremental gain in sales of the original Wheaties, and many of its new consumers were younger than usual. Based on the initial feedback, the team began using a lighter tone in its messaging, and continued to monitor, learn, and optimize the product and the campaign.