Wheaties has always taken a bold approach to a highly conventional, established category. Surrounded by character brands, gatekeeper marketing and bowlfuls of product reassurance, it has always stood out from the crowd. We encouraged Wheaties to embrace its original sense of confidence by simplifying and strengthening the brands iconic equities and reclaiming its distinctive editorial style.

With a striking editorial approach, a fresh and engaging new identity system and a pipeline of new packaging editions, The Breakfast of Champions is primed to make its comeback.

Wheaties has branched out from traditional sports stars, featuring athletes from more relevant activities. From mixed martial arts to motocross, Wheaties has gained the attention of a new generation of consumers. In order to stay on top of culture and trends, Wheaties has recently featured athletes once ignored. Olympic legend Greg Louganis was recently celebrated on the box in response to an online petition. The flexible identity system allows the brand to push the boundaries and continue to push the envelope of culture.