Better eat your Wheaties
Wheaties had been in decline for 11 years when we lobbied for a 23-year old basketball player on a then-mediocre team as their new box front personality. Michael Jordan’s gravity-defying antics with the Bulls drove sales with young breakfast eaters. But we didn’t stop there—we recommended producing limited editions of championship teams in local markets. The first time Wheaties did it, sales rose to a 25 share—one in every four boxes of cereal purchased in the city was the Breakfast of Champions!