Wheaties has a long history of putting all-star athletes on the cover of its cereal boxes, and the latest star to take center stage is track legend Tommie Smith.
Tommie Smith is a former track and field athlete, and NFL wide receiver. Smith was the first to break the 20-second barrier for the 200-meter dash at the 1968 Summer Olympics in Mexico City when he completed the race in just 19.83 seconds. As Wheaties' brand experience manager Taylor Gessell further explains, "While Tommie was a world champion runner, his work as one of the original activist athletes laid the foundation for champions to use their platform and stand for something extraordinary."
Now, Smith's legacy will be introduced to a whole new generation when he graces the Wheaties box in April 2021. Beginning January 29, 2021, the Smith boxes will be available for pre-sale purchase at shop.wheaties.com, and all sales from the limited-edition box will go to the NAACP.
Image Credit: Wheaties
What Makes This Trend Stand Out
- Limited-edition Collaborations
- Collaborating with influential figures to produce limited-edition products is becoming a popular trend.
- Celebrity Endorsements
- The use of celebrity endorsements to market products is a growing trend in the advertising industry.
- Social Activism
- Incorporating social activism into product marketing is a trend that allows companies to connect with socially conscious consumers.
Sectors Adopting This
- Cereal Industry
- There is an opportunity for cereal companies to collaborate with influential figures and use celebrity endorsements to boost sales and raise awareness of social issues.
- Sports Apparel Industry
- By collaborating with social activists and using celebrity endorsements, sports apparel companies can expand their customer base and appeal to socially conscious consumers.
- Advertising Industry
- The trend of using limited-edition collaborations and celebrity endorsements is creating new opportunities for advertising agencies to connect brands with influential figures and socially conscious audiences.
