Since 1927, Wheaties has been known as “The Breakfast of Champions.” The man behind the iconic tagline was Knox Reeves, a Minnesota advertising executive who created his own agency that would be bought by Bozell in 1975 (Good Jeopardy trivia there).
Reeves needed to a slogan to go on a billboard for Wheaties, then a fledgling cereal brand that sponsored the radio broadcasts of the Minneapolis Millers, a minor league baseball team. That inspired Reeves to sketch on a Wheaties box: “Wheaties-The Breakfast of Champions“.
A brand was born then. Today, according to the New York Times, General Mills is looking to appeal to a younger demographic.