The Wheaties box might be the most iconic of celebrity endorsement vehicles. As this history explains, what started with testimonials from all-star baseball players in the 1930s turned into a series of marketing partnerships between the General Mills cereal brand and an array of sports legends, from 1950s decathlon specialist Bob Richards to current NBA star Stephen Curry, whose pictures were emblazoned across the “breakfast of champions,” inviting grocery store shoppers to be like their heroes and buy.
The Wheaties Box and the Why of Celebrity Endorsements
Timing is everything.
April 05, 2016
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Accelerate your career with Harvard ManageMentor®. HBR Learning’s online leadership training helps you hone your skills with courses like Marketing Essentials. Earn badges to share on LinkedIn and your resume. Access more than 40 courses trusted by Fortune 500 companies.
Learn how to communicate with your customers—strategically.