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Intern Insights: Wheaties Rebrands Towards Men (Uh, What?)


Pioneering faceless intern ryan whined about wanting to write something so after hacking his story apart, twisting it and making him do a couple “Mad Men v Mad Ave.” episodes (don’t miss next week’s!), we let him write words on his compy5000. Go intern, go (away).

By Ryan F. Salerno

On September 9th, Wheaties will release a revamped recipe of their cereal, directed specifically towards men. Wait a second, hasn’t The Breakfast of Champions always been marketed towards us manboys (who want to grow to be big and strong just like their favorite athlete)? The strategy to re-market Wheaties is redundant. It’s like marketing tampons towards women, or Herbal Essences Hello Hydration Moisturizing Shampoo to my boss (Editor’s note: shut up, ryan).

Saatchi and Saatchi, the brain trust behind this re-branding, has recently collected data claiming that (duh) Wheaties sells better among males. And since we do more of the shopping these days…well, you get the idea. Amy Martin, a strategic planning director at Saatchi and Saatchi told the NY Times, “men are not just following the list but are much more focused on making decisions themselves.” Wow, thanks Amy. How much did Saatchi charge to think up that gem?

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