RadioBDC Logo
Cold Feet Killer | My Goodness Listen Live
 
 
Text size +

Dear General Mills: Why Not Put Some Smart People on Wheaties Boxes?

Posted by Scott Kirsner  September 8, 2009 07:20 AM

E-mail this article

Invalid E-mail address
Invalid E-mail address

Sending your article

wheaties.jpgTwo things are happening this week: those of us with kids are sending them back to school, and General Mills is introducing a new variety of Wheaties cereal called Wheaties Fuel, aimed at men.

What do those two things have to do with one another?

Ever since the 1930s, the front of the Wheaties box has featured a parade of notable athletes, from Lou Gehrig to Jesse Owens to Mary Lou Retton to Michael Jordan. Over the decades, the Breakfast of Champions has exclusively celebrated achievement on the baseball diamond or in the stadium.

But given that Wheaties sales have been slipping (they've declined 14 percent over the past year), here's what I wonder: could Wheaties as a brand be reinvigorated if those bright orange boxes started celebrating achievements of the brain, as well as the body? Would parents feel better about buying a breakfast cereal that inspired their children to become rocket scientists, disease-battling chemists, life-saving biomedical engineers, or billionaire software designers?

And could we use the Internet and Twitter to persuade General Mills to give this a try?

Here's what I'm thinking:

Wheaties, invented in 1922, occupy a significant spot in American culture. Accomplishing something meaningful in the world of sports, we all know, is likely to land you on the front of the Wheaties box.

It is of course important to encourage our kids to participate in sports. But the career goal of making a living as a professional athlete is statistically improbable for most of them. Why not present them with other kinds of champions as role models?

I'd like to see a Wheaties box featuring Sally Ride, the first American woman in space (who also happened to be an astrophysicist and Stanford PhD); Internet pioneers Tim Berners-Lee and Vint Cerf; the great primatologist Jane Goodall; cognitive scientist Steven Pinker; Regina Benjamin, a physician who works in rural Alabama (and who last year won a MacArthur "genius" grant); Tesla Motors engineer JB Straubel; Grameen Bank founder Muhammad Yunus; robotics pioneer and entrepreneur Helen Greiner; Herbert Boyer, who co-founded Genentech and helped bring the first biotech drug to market; Dean Kamen, a prolific inventor of medical devices and technologies for the developing world (not to mention the Segway scooter); or Kim Ung-young, a Korean who has the highest recorded IQ of any living person.

wheaties2.jpgAnd what about younger smarties, like the winner of the Scripps National Spelling Bee, the Intel Science Talent Search, or the Lemelson-MIT Prize, or the top student teams in the FIRST Robotics Competition or the Global Green Challenge?

The back of these boxes might explain a little bit about the accomplishments of the person (or people) featured on the front.

Dean Kamen and Woodie Flowers, the founders of the FIRST Robotics Competition, like to talk about "changing the culture" of this country, so that we honor achievements in science, engineering, and technology as often as we honor achievements in sports.

Why not start in the cereal aisle?

Rather than simply launching a brand extension like Wheaties Fuel, I'm suggesting that Wheaties could reach an entirely new customer base: kids who enjoy intellectual challenges as much as sports -- and parents who want to get their kids thinking about doing something for a living other than dunking a basketball.

Are you with me? If so, here are a couple things you can do:

- Post a comment below in support of the idea. Perhaps you'll mention an intellectual champion or two you'd like to see on the front of a Wheaties box.

- Share your support of this idea on Twitter, along with a link to this blog post... and use the tag #wheaties in your tweet.

- Spread the idea any other way you can think of.

- Send General Mills an e-mail, perhaps with a link to this blog post (let's dub this a "Product Issue.")

And if you disagree with me, feel free to post a comment about that too.

If we succeed with this project, perhaps next we can persuade a certain theme park operator to start awarding free trips to Nobel Prize winners, not just athletes: "Professor Shimomura: You've just won the Nobel Prize in chemistry. What are you going to do next?"

"I'm going to Disney World!"

E-mail this article

Invalid E-mail address
Invalid E-mail address

Sending your article

65 comments so far...
  1. Excellent idea!!! I'm posting this link on several sites.

    Posted by Allan September 8, 09 08:32 AM
  1. I love it! How about Dean Kamen??

    Posted by Millory September 8, 09 11:35 AM
  1. What about on the Wheaties box - some of our great innovators?
    Ivan Getting - who invented GPS
    Lewis Lattimer - son of slaves who did the blue prints for Alexander Graham Bell, and was Thomas Edison's chief electrical engineer
    Percy Spencer - who invented microwave ovens
    Alice Chiang - who miniaturized ultra-sound machines by totally re-inventing them so that they can be used in planes, on battlefields and rural areas
    Mike Brown & Alan Khazei - who invented City Year - the year of service

    Posted by Bob Krim September 8, 09 11:36 AM
  1. Excellent Idea Scott. Reminds me of the "Think Different' campaign that Apple ran a few years back that featured not just intellectual heroes, but also political figures and civil rights activists. One person I would recommend is Wendy Kopp, founder of Teach for America.

    This could also be a very localized kind of campaign, with local kids who score 1600 on the SAT's for example.

    Posted by Rob Go September 8, 09 11:52 AM
  1. I would definitely be more inclined to buy it! Athletes do not need any more endorsements. Most kids don't even know what an engineer is, let alone the name or accomplishments of anyone in particular.
    .

    Posted by Krysten September 8, 09 12:26 PM
  1. This fits in nicely with Intel's new ad campaign.

    Posted by Stephanie September 8, 09 12:39 PM
  1. Great idea, Scott. For some reason, I can't help but think of the Intel commercial with Ajay Bhatt (co-inventor of the USB) and the tagline "Our Rockstars Aren't Like Your Rockstars."

    So here's a vote for Ajay.

    Posted by Matt Shaw September 8, 09 12:41 PM
  1. This is an excellent idea, and I would love to support Wheaties by purchasing the boxes featuring smarties. I'm still a big fan of the breakfast of champions, so let's make champions more inclusive of outstanding achievements other than athletics.

    Posted by LuJean Smith September 8, 09 12:44 PM
  1. Oh, and @Rob Go -- the SATs are out of 2400 now, not 1600. Not that a 1600 isn't good, but I don't know if they make boxes big enough for everyone. ;)

    Posted by Matt Shaw September 8, 09 12:45 PM
  1. A good breakfast is the foundation for good learning at school. Sugar highs don't help kids concentrate, but high protein and fiber rich diets do from my reading. So, this sounds like a good idea. I often tell my kids - common eat up you breakfast so you can learn well at school. It'll be nice to have a picture of some famous person on the cereal box who I can point to for some inspiration.

    Posted by LiLing Pang - Trekaroo September 8, 09 12:49 PM
  1. This is an excellent idea, and I would love to support Wheaties by purchasing the boxes featuring smarties. I'm still a big fan of the breakfast of champions, so let's make champions more inclusive of outstanding achievements other than athletics.

    Posted by LuJean Smith September 8, 09 12:51 PM
  1. Why would I support a cereal company, when they don't care enough to take this intiative on their own? They've had 20 years at least.

    I'd rather support a competitive brand that saw this post and started their own campaign!

    Posted by wazoo September 8, 09 12:51 PM
  1. I love the idea. I vote for Dean Kamen since he lives in my home town :) All the other ideas in the article and in the other postings are great ideas as well. I hope Wheaties puts this into motion!

    Posted by Kristen September 8, 09 12:52 PM
  1. Great idea, but let's take it a step further. Wheaties is the 'Breakfast of Champions', right? A champion can be different to many people and be perceived as someone different (e.g. engineer vs. athlete vs. local achiever). Why not allow parents to vote on which champion gets printed on the box. Or involve community leaders to decide which Champion would matter; perhaps locally. How can you get your champion in the cereal isle?

    @robsk102

    Posted by Rob Krin September 8, 09 12:56 PM
  1. I would like to see it branch out into the music realm as well!

    Posted by Joe September 8, 09 01:04 PM
  1. This is an awesome idea. I think I'm in their target demographic (27 years old, male, avid sports fan) and I would love to see scientific achievers on the front of the box. They're less likely to have a steroid user on there, as well.

    I'll be posting this on facebook.

    Posted by Mike O. September 8, 09 01:13 PM
  1. I think it is a great idea as a way to help celebrate some of the intellectual, and other non-athletic, achievements in our society. And, no doubt I think it is a shame that most kids (myself included) can name several star athletes, but very few, if any, can name any nobel prize winners.

    However, from a marketing standpoint, will this work? I refer to the differentiation between Wheaties' consumers and customers. Many parents (customers) might find an intellectual message more appealing. But, children (consumers) are less likely to beg their parents for the new cereal featuring "Dean Kamen" on the box than they are for their favorite sports hero. IMHO

    Posted by Morgan MMoran September 8, 09 01:15 PM
  1. The athlete photos are so yesterday. They inspire no thought whatsoever other than, "Yeah yeah yeah. That buffed guy doesn't even eat Wheaties."

    I'd like to see:
    Saul Bass, great American graphic designer; created logos for IBM and Girl Scouts, and title designs for many breakthrough films.
    M.F.K Fisher, American food writer
    Alice Waters, Credited with creating California Cuisine slow food movement, owner of Chez Panisse restaurant
    Wendy Kopp, Teach for America founder
    Jonathan Ive, Chief Industrial Designer, Apple

    I'm mainly thinking of right-brain professions and people as I believe they will be the true fosterers of future innovation: their work cannot be outsourced overseas, or done by a cheaper, faster computer. I tell my three sons (high school and college age) to pick truly creative work, or work where your physical presence, combined with your intellect matters. In other words, work where you can't be easily replaced by automation, Asia, or cheap substitutes.

    Posted by Jules Pieri September 8, 09 01:15 PM
  1. I'm with wazoo: it's a great idea, Scott, but if Wheaties hasn't been smart enough to figure this out on their own, I hope one of their "trying harder" competitors runs with it.

    There aren't enough women on this list yet. I'd suggest Admiral Grace Hopper, Rachel Carson and Margaret Mead.

    Posted by Geoff Mamlet September 8, 09 01:23 PM
  1. Love the idea, Scott! I second and third many of the innovator + inventor names mentioned above. I'd vote for some business bright spots too. Herb Kelleher is my business hero/inspiration. Danny Meyer (Union Square Hospitality Group) is another. Both innovated in tough businesses and brought great success in their industry, operating in a new way.

    And regarding your title, I know it is an attractor, but there are many smart athletes, including ones you listed. To get to their level, they most often have to be smart. Problem is that we don't get the stories behind that, and there are of course exceptions.

    Re: the Intel ad... I LOVED it, until I found out they hired an actor to play AJ. I felt deceived. I'd put in that General Mills use the actual people.

    Will you post if we get some General Mills response?

    Posted by Jana Eggers September 8, 09 01:30 PM
  1. What a great idea, and it's not out of the question. General Mills SHOULD be celebrating achievement of all kinds. A grass-roots campaign could actually turn some heads at the company.

    Posted by Paul Gillin September 8, 09 01:33 PM
  1. How about the punk and alternative rock musician Mark Nelson of Boston who is the world's expert on antibiotics and created a life saving drug?

    They should put iconoclasts such as him as role models, not just jocks.

    Posted by Larry Westlake September 8, 09 01:40 PM
  1. Love it, love it! (But then I say that about most of your columns...)

    I think the recognition of smart people has always lagged behind the recognition of athletes and other performers but the rise of the Internet as a way of life has impacted this imbalance considerably. Play "Name that Geek" with a kid today and lots of them will do pretty well. (OK, maybe Steve Jobs and Bill Gates, and locally Colin Angle and Alex Rigopulos don't spring to mind as quickly as Kevin Garnet and Tom Brady but time has helped the issue considerably.) My 12 year old aspires to be Jobs and spends much more time thinking about iPods than he does basketballs.

    But, and this is a marketing question, will Wheaties boxes advance the cause or bring us down? Wheaties ties to sports figures for a reason -- they are trying to connect superior sports performance to their product. Should we instead be putting smart people on the labels of tuna fish cans (or other so-called brain food? Maybe Smartfood popcorn?) And does this help market the fish or the smart people? If we're trying to make smart cool, do we need to enlist the cool hunters?

    And, is our target audience too smart for these kinds of cheap promotions? You know a rhetorical question when I ask it but consider this -- aren't we already there? In today's Web-based, socially-networked, iPod/iPhone-focused world, haven't the so-called geeks and nerds already turned the corner? Aren't they already running the show?

    Posted by Bobbie Carlton September 8, 09 01:56 PM
  1. Great idea! And instead of the "trained seal" little girl gymnasts, let's put kids who win National Merit Scholarships or who complete Eagle Scout projects that improve their communities on boxes of Wheaties. And how about people who win the "teacher of the year" awards in each state? I love sports, but our kids need to know that a true champion is someone who makes a difference in the world.

    Posted by Highandinside September 8, 09 02:25 PM
  1. Now, here's an offer General Mills CAN'T refuse!

    How about starting with athlete-students (a.k.a. student-athletes) in College or H.S. who excel in BOTH academics and athletics? Then, they can transition to non-athletic achievements.

    Posted by Deb September 8, 09 02:36 PM
  1. Big brains, not big muscles, drive innovation. Innovation, not manual labor, drives the US economy. Thus- this is THE issue of our time. Scholarships to the straight A student, not the student athlete. Praise creativity, not brute force. Reward academic achievement, not athletic glory.

    Posted by Jamie Tedford September 8, 09 02:56 PM
  1. Now that's what I call a great idea!

    Posted by Sandy Ressler September 8, 09 03:17 PM
  1. Hey Scott – great post! Just another example of why initiatives to promote math and science for students are so vital. Raytheon created its MathMovesU program to inspire the next generation of U.S. engineers and innovators through math-related events, activities and contests. Imagine if Wheaties had 14-yr-old Bobbie Shen (the winner of this year’s MATHCOUNTS) on the cereal box or some other young intellect!

    Posted by Tim September 8, 09 03:19 PM

  1. Great idea Scott. Of course, Wheaties uses celebrities - buying their popularity and auras - and not too many geeks are celebrities.

    Nevertheless, some techie geeky science-y engineering-y heroes:

    James Cameron
    Mark Zuckerberg
    Will Wright
    Frank Gehry
    Robert J. Sawyer
    Steve Jobs
    Bill Gates
    Bill Nye
    The guys from MythBusters
    any/all the women listed here - http://www.women-inventors.com

    more when i think of 'em...

    Posted by Steven Kane September 8, 09 03:20 PM
  1. I know i would rather see my kid aspire to be the next Bill Gates than the next Barry Bonds.

    Posted by Ryan September 8, 09 03:44 PM
  1. Nice, but instead of putting "smart" people on the cover of Wheaties, General Mills would be better served, and still remain consistent, if they simply expanded the definition of "champion," in their tagline for "The Breakfast of Champions."

    That is, just because you're "smart," doesn't mean you're a "champion." As suggested in the comments here, great business people can be champions. Great musicians could be champions. Great spokespeople for social causes could be champions.

    Scott, you should get a cut for the increased sales above 14% if they take you up on the idea ;)

    Posted by Mark Palmer September 8, 09 03:44 PM
  1. Awesome idea.

    Posted by David Meerman Scott September 8, 09 04:48 PM
  1. ANYTHING that begins to dilute the "Athlete is King" mindset is a positive in my book. I only hope that I can live long enough to witness the demise of athletic advertising/endorsements that results in rediculous salary contracts for a bunch of prima donnas exploiting their mostly God provided talents. I think this is a good idea and agree with Mark with respect to the Champions are everywhere theme. Good thinking. perhaps "Scott" should be the first Champion!

    Posted by geoffu2 September 8, 09 05:04 PM
  1. Love it!!! will be sure to post where possible!!

    Posted by Kyle McGurk September 8, 09 05:44 PM
  1. Cool idea, but I'd pass on the high-IQ guy, since that's not something he worked for or something he did. It's something he is.

    Focus on people who have worked for advanced degrees and made discoveries or inventions relevant to the kids who will be reading the back of the box (and the parents who will be buying it in the store).

    Posted by Bob Roberts September 8, 09 06:24 PM
  1. Heck with Wheaties. Maybe we could get Kashi to do it. They advertise themselves as the smarter cereal after all.

    Posted by Jeanette Bennett September 8, 09 07:31 PM
  1. Great idea!
    I nominate Linus Torvalds, the originator of the Linux kernel.
    And I would also include brilliant engineering types that came out of difficult backgrounds or challenging situations to achieve an education with hard work rather than just having everything "paid for"...

    Posted by Mark Campbell September 8, 09 07:43 PM
  1. Sally Ride was not the first woman in space. That honor belongs to Valentina Tereshkova, twenty years before Ride.

    Posted by Jake Riels September 8, 09 09:16 PM
  1. That sounds amazing. I would totally buy the cereal if it had Deam Kamen on the front of it. Heck, I would save the box and keep it on a shelf in my bedroom. (I am a member of FIRST robotics).....Best box ever.

    Posted by Nicole Johnson September 8, 09 09:22 PM
  1. This is beautiful. With the latest rave in educational progress being all about changing perception so that intellectual pursuit are seen as cool, this could be a really strong statement and great branding opportunity for Wheaties.

    I'm thinking a little Galileo action, or perhaps Tycho Brahe, although I'm not sure how well the artificial nose would go over.

    Posted by Lauren Proctor September 8, 09 09:37 PM
  1. I think this is a great idea. There are so many people out there in science and technology that deserve to be household names. Maybe this is the way to make that a reality. It also inspires students to get into professions that are in demand, and have a larger impact on society and life than being a professional athlete.
    As a mentor of a FIRST robotics team I think it would be great to feature some of the championship FIRST teams. How cool would that to be on a Wheaties box and inspire other students?

    Posted by Larry Lewis September 8, 09 10:19 PM
  1. Dean Kamen continues to inspire the world's youth through the FIRST Robotics Competition. In existance for 18 years, high school students design and build competition ready 130lb robots with the help of engineering mentors. Science, technology, teamwork, and gracious professionalism all serve to elevate FIRST year after year.

    Chalk up another vote for Dean!

    Posted by Brian September 8, 09 11:31 PM
  1. I'm in! This is a great idea. I'd love to see teachers featured as well. Not just famous ones, any teachers!

    Posted by Rupa van Gelder September 9, 09 05:21 AM
  1. Put intellectuals instead of overpaid athletes on a box of cereal? Is this some kind of subversive anti American propaganda espousing staying in school? j/k - Its an excellent idea whose time is long overdue.

    Posted by ErnestPayne September 9, 09 12:51 PM
  1. excellent! and don't limit it to scientific achievers - the author is right to extend this to the goodalls and the benjamins and the pinkers and the spelling bee winners.

    Posted by petey September 9, 09 01:47 PM
  1. I like it!

    You might ask Steven Levitt, co-author of "Freakonomics" about your idea...

    Posted by Rachel September 9, 09 03:43 PM
  1. These are all great ideas. I'd add one with a lasting effect - have General Mills include a "baseball" card of the honoree in the box. The card could recap the information and create a new category of collectibles.

    Posted by Dan Medow September 9, 09 03:51 PM
  1. Scott,

    What a great idea! To celebrate people who contribute to humanity with their brains and creativity is a huge idea that captures the essence of where we are in our society right now. The physical, athlete-heroes give a few of us maybe a moment or two of excitement -- that is if they're not carted off to jail in the next moment. The brainy, creative people give us momentous and lasting contributions that affect many more people and our very future. If I were General Mills, I would jump on this -- surely Wheaties can be food for the mind as well as the body. I would put Einstein on the first box of the new series. As he said, "Imagination is more important than knowledge." This is the essence of creativity!

    Neil Tepper
    "The Creativity Doctor"
    www.neiltepper.com

    Posted by Neil Tepper September 9, 09 05:28 PM
  1. Great idea whose time has come. If General Mills doesn't do it, another cereal competitor should jump on it fast!

    Posted by Cynthia September 9, 09 09:40 PM
  1. Dean Kamen says that as a culture, "we get what we celebrate," and I applaud any opportunity to celebrate the real heroes that contribute to our progress and standard of living. I absolutely love the idea of including the winners of the Scripps Spelling Bee, Intel STS, and FIRST Robotics Competition among those featured on Wheaties boxes. They are wonderful role models.

    Posted by Dee September 10, 09 04:01 AM
  1. I must be the only one in the world that realizes what a stupid idea this.
    It's about what sells. The brand doesn't impose its beliefs on us, it reflects what we perceive. Commercialized sports are held in very high esteem by the folks that watch 'em. These are the same folks that aspire from their armchairs to be like the athlete. In a nation of overweight blobs of TV fed inertia, I don't see looking up to an athlete as such an evil thing.

    Posted by Pop Warner September 10, 09 09:06 AM
  1. the real heroes? the idea of including the winners of the Scripps Spelling Bee, Intel STS, and FIRST Robotics Competition to be among those featured on Wheaties boxes, What are there names, the reason they are not featured is because they are not famous,if the culture supported them, we would know them and they would already be endorsed, but we don't! We don't even what the President of the states to speak to our children so how are we going to agree on who's smart? Stop it! until more people invest in children to be what they want to be, they will continue to want to be famoue cause smart people don't get on TMZ & MTV.

    Posted by Victorthechef September 10, 09 10:11 AM
  1. Victor, your comment leaves me absolutely speechless. But thank you for your support of education (I think.)

    Posted by Scott Kirsner September 10, 09 12:55 PM
  1. If anyone from General Mills contacts you, Scott, I hope you'll let us know.

    g

    Posted by Gregg Favalora September 10, 09 03:15 PM
  1. As a FIRST Robotics Competition(FRC) participant. This is awesome! :D I would definitely eat Wheaties just to read about a FRC team such a Simbotics, or people such as Dean Kamen or Nikola Tesla! :D

    Posted by Rion September 10, 09 05:45 PM
  1. I totally agree! It's about time we honor the innovation and smarts of people. They are role models and should be honored like an athlete! Maybe then the stigma would slowly fade about not being cool to be smart. Let's do it Wheaties! Put smart and those with other non-athletic feats on the box!

    Posted by Shirley M September 11, 09 03:00 PM
  1. Love it, except for the "high IQ" guy -- Isn't IQ something you either have or you don't? let's stick with people who stuck with their goals and imaginations and worked really hard. Why limit this to hard science? Let's get some artists on there, too. Kids grow up to create all kinds of amazing stuff - most of it having nothing to do with sports - and MANY need to know that it's OK to go for what they dream of doing, rather than what it seems they're "supposed to do". I came from an unimaginative world where of "what you're supposed to do" and was so lucky to find and be found by people who said "yeah, try that idea of yours, let's see how it goes... take pictures, write software, poetry or short stories..." Let's stop hoping every kid has that kind of luck, and let's just push the message. Our country was invented nearly from scratch by some very creative thinkers... and we've developed a few bad habits, like settling into inconsequential roles...

    Posted by Jim September 11, 09 07:43 PM
  1. Brainy and tasty idea. BTW, you're right. Sally Ride was the first American woman in space and she'd be a great cover. She evokes sentiments close to those offered a sports hero for many young woman.

    Posted by Brenda September 14, 09 04:27 PM
  1. Scott, Since when have marketers become only listeners, researchers? Where is the MARKETING LEADERSHIP at the Wheaties brand? Yes, one has to get feedback from his targeted market. However, the essence of a sound and successful marketing initiative is to take whatever feedback there is, understand the customer needs, the environment and other market conditions, and innovate with creativity to stand out - lead the customer to a new level that brings that customer audience more satisfaction, MORE BRAND INTEREST. THIS IS AN OPPORTUNITY.

    Posted by Richard O'Brien September 14, 09 04:35 PM
  1. I think this a great idea and should be done.....for a completely different or new brand. Significant research should be done with actual Wheaties consumers to see if this has any appeal. There is something about sports and athletics that the current Wheaties consumers find compelling, which should not be dismissed. Are you really suggesting trashing a brand with 80+ years of brand equity and awareness built around athletics? Sales may be down 14% this year, but in this economy, so is everything else so that hardly seems like a fair judgment. I am not sure this idea would appeal to a consumer who routinely purchases Wheaties, but it is worth finding out. Even if this concept doesn’t appeal to a Wheaties consumer, the idea should be tested for a new or different brand, which I might buy.

    Posted by Experienced Consumer Packaged Goods Executive September 16, 09 12:01 AM
  1. The tone of this article implies that no smart people have ever been on a Wheaties box, which doesn't seem likely and is pretty insulting to anyone who has ever been on a Wheaties box (Way to go.) I am sure that you didn't mean it that way, but maybe you should rethink your positioning to be more persuasive and less alienating.

    Posted by Dumb Jock September 16, 09 12:06 AM
  1. Sent an e-mail to General Mill and here's what they said:

    Thank you for contacting General Mills regarding the fact that sports heroes are featured on Wheaties packages.

    WheatiesŒ association with sports goes back to 1933 when this General Mills product began sponsoring baseball games on radio and awarding cases of Wheaties to the favorite charities of players who hit home runs in these broadcast games.

    The fact that Wheaties advertising focuses on champions in the sports arena in no way implies there are not champions in other areas. There are, of course, champions in all walks of life, including those you mentioned.

    Again, thank you for contacting us. We appreciate the time you took to share your thoughts.

    Sincerely,

    Amy Peters
    General Mills
    Consumer Services

    Posted by Shayne September 16, 09 09:01 AM
  1. I love it...I never related to the Wheaties brand as a kid...actually I have never even tried them. I was never into sports but I started programing on my Commodore 64 at the age of 10. I suggest adding Mark Zuckerberg... everyone knows Facebook. I will add your posting to my blog and my blog networking groups.

    Posted by Celia N Flores September 17, 09 02:53 PM
  1. Definitely Dean Kamen from FIRST Robotics!!!

    Posted by Sharon Kay September 22, 09 03:49 PM
  1. I love the idea. I've long thought that as a culture we value the ability to throw a ball or run fast or hit hard much more than we value the intellectual ability to innovate solutions. Count me in.

    Posted by Valerie Curl October 29, 09 03:08 PM
 

Introducing...

BetaBoston technology news logo
Innovation and technology news that matters, on a new website from the Boston Globe, featuring Scott Kirsner and other original reporting.
More...

About Scott Kirsner

Scott Kirsner was part of the team that launched Boston.com in 1995, and has been writing a column for the Globe since 2000. His work has also appeared in Wired, Fast Company, The New York Times, BusinessWeek, Newsweek, and Variety. Scott is also the author of the books "Fans, Friends & Followers" and "Inventing the Movies," was the editor of "The Convergence Guide: Life Sciences in New England," and was a contributor to "The Good City: Writers Explore 21st Century Boston." Scott also helps organize several local events on entrepreneurship, including the Nantucket Conference and Future Forward. Here's some background on how Scott decides what to cover, and how to pitch him a story idea.

On Facebook

Subscribe via e-mail

Get Innovation Economy updates via e-mail. Enter your address and click 'Subscribe':

More from Scott

Events

March 3: Web Innovators Group
Demos, drinks, and schmoozing at the Royal Sonesta in Cambridge.

March 7-8: MassDigi Game Challenge
Competition for aspiring game developers... plus panels and keynotes related to the business of play.

April 3-4: Mass Biotech Annual Meeting
Issues facing the region's life sciences community.

archives