General Mills History Repeats Itself

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Not long ago THE BREAKFAST OF CHAMPIONS lost. Positioning the brand as non-descript and generic "WHOLE GRAIN" rather than race-winning "WHOLE WHEAT" caused the brand to become delisted at major chain grocery and drug stores across America. But it reduced costs to employ non-descript whole grain. Now General Mills is rolling out the same campaign again, only last time it was one brand. Now it is all. Investors. You do the math. By repositioning Wheaties as WHOLE WHEAT again, I increased Wheaties distribution 24% and won Advertising Age Magazine's Annual Award as The Year's Best Repositioned Brand.