wheaties_fuel_10_8_2010
| Oct 8, 2010 | General Mills Corporate Communications |
Official ‘Ironman’ cereal? It's Wheaties Fuel
When the legendary 140.6-mile Ironman triathlon kicks off tomorrow morning in Hawaii, Wheaties Fuel – the official cereal for what is considered the most challenging one-day event in sports – will have a front row seat. Banners that say “Prepare to Win with the Official Cereal of Ironman” will be present throughout the grueling course that consists of a 2.4-mile swim, 122-mile bike ride and a marathon-length run of 26.2 miles.
And before, during and after the event at the nearby Ironman Expo, product sampling will occur where other event sponsors will be showing off their wares.
This is the first time that the iconic Wheaties brand has partnered with Ironman (officially the Ford Ironman World Championship), although this is not the first time Wheaties has teamed with the triathlon community. Champion triathlete Hunter Kemper is a member of the Wheaties Fuel co-creation team that helped develop the actual cereal product.
Triathlons are booming Triathlon participation has been booming in recent years. According to the Sporting Goods Manufacturers Association, there were 1.2 million racers in 2009 – up 11 percent from 2008 and 50 percent higher than in 2007. And membership in USA Triathlon now stands at 135,000 – up 35 percent from 2007.
Wheaties Fuel was announced with great fanfare in the fall of 2009, developed by a team of all-star athletes that includes Kemper as well as NFL quarterback Peyton Manning and National Basketball Association star Kevin Garnett.
A 1-2 punch The original Wheaties brand carries strong awareness, and since the launch of Wheaties Fuel, the original has gained market share while Wheaties Fuel has exceeded industry averages for repeat purchases.
When sales of traditional Wheaties and Wheaties Fuel are added together, total sales are up strongly.
A September Wheaties Fuel sampling delivered via newspapers in nine major markets – including Atlanta, Denver, Houston and Philadelphia – resulted in a double-digit increase in sales.
The relationship with Ironman – the Super Bowl for endurance athletes – could deliver similar or even better results.
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