Being featured on the Wheaties box is the ultimate sign of achievement for any athlete.
General Mills’ iconic cereal brand Wheaties is celebrating its 100 year anniversary by creating a limited-edition Century Box Series inspired by its history of honoring remarkable athletes on its packaging. Muhammad Ali will be featured on the first box in the collectible box in the commemorative series.
“To celebrate 100 years of Wheaties, we wanted to honor some of the most iconic athletes who have graced the cover of the Wheaties box,” said Taylor Gessell, Brand Experience Manager for Wheaties. “We recognized that no one embodies the Wheaties Champion like “The Greatest,” Muhammad Ali. Wheaties believes that the greatest athletes are those who inspire others and use their platform for something greater, so we wanted to share Ali’s incredible story as a humanitarian and boxing legend with fans.”
Since 1934, more than 850 athletes have appeared on Wheaties boxes showing off what it means to be champion. Each Century Box in the series will feature an iconic athlete who has previously been spotlighted on a Wheaties box for how they shaped sports culture.
“Throughout its history, the ‘breakfast of champions’ has elevated athletes that inspire others on and off the field by putting their faces and causes on a national pedestal,” said Gessell. “Wheaties redefined what it means to be a Champion by reserving its cover for trailblazing athletes who use their sports platforms for something greater. Over the course of 100 years, Wheaties has served as a staple in sports culture honoring athletes who span decades, sports, gender, age, and unforgettable moments in history. As we look to its second century, the iconic brand will continue to inspire the next generation of champions by empowering athletes for their achievements on and off the field.”
The three-time heavyweight champion of the world was first featured on the front of a Wheaties box in 1999. The limited-edition Muhammad Ali Centennial Series Wheaties box will be available at grocery stores in June. Additionally, a Muhammad Ali gold foil box will be available on the store’s ecommerce site www.Shop.Wheaties.com.
“Wheaties chose to kick off the Century Box Series with ‘The Greatest,’ Muhammad Ali, in honor of the athlete’s six core principles of confidence, conviction, dedication, giving, spirituality, and respect, which reflected his approach to opponents inside and outside of the ring,” said Gessell. “No one was quite like Muhammad Ali. Beyond his unrivaled prowess in the boxing ring, he was also an agent for social change, racial justice and remembered as a civil rights icon. As an indomitable boxing champion and humanitarian, Ali exemplifies the Wheaties Champion and paved the way for future champions to come. We are proud to launch this commemorative series honoring the legacy of Muhammad Ali.”
To promote the anniversary and the new line of boxes, Wheaties has created a cross-channel influencer and social media campaign that aims to reach sports fans across generations. “The launch was strategically focused on leveraging earned media and amplified by a holistic influencer campaign,” said Gessell. “This approach gave media, celebrities, and athletes a premiere unboxing experience that ultimately unveiled Muhammad Ali’s Century Series cover.”
