July 23, 2009
Wheaties Fuel™: what a man eats
Wheaties may be the breakfast of champions, but sales are down this year, so General Mills is rebranding. Soon they'll be launching a new product extension that is even tougher and more manly than regular Wheaties -- Wheaties Fuel™.
The Times has a great article on the company's plan to make a cereal that has always been focused on fitness to specifically target men. Men who want their breakfast to make them feel like athletes. Here's the process:
- First they got a panel of male pro athletes to test different prototypes of Wheaties Fuel™, which the website calls "performance nutrition", and rate them.
- Next, they reduced girly ingredients like folic acid, which is a nutrient that everyone needs, but it's associated with being pregnant.
- Then, they added a more masculine ingredient: sugar! Wheaties Fuel™ will have 50% more calories than the original, and is made of 25% sugar, compared to 15% for the original. Two of the three prototypes that the athlete panel is testing also have sugary additions, like "clusters that have a cinnamon-roll-like flavor."
The company is advertising with Men's Health, and readers of the magazine will get to pick the final formula. A nice bit of product-placement there, though the Men's Health publisher says that a new Wheaties product is news-worthy enough that they would have covered it anyway.
But what I find especially interesting is that marketing a breakfast cereal to men is apparently a new concept in the cereal market. Wheaties has always promoted a masculine image--although, wait, has it?
Remember those goofy Wheaties ads from the 80's in which professional athletes sang a verse of a song that went like, "Before I swing for the bleacher seat-ies, I get the eaties for my Wheaties"? Not an especially tough image! Now that I look back on those ads, they were definitely targeted at women, who traditionally did the cereal-buying in their households and wanted to buy something appropriate for their menfolk's breakfast.
A rep from the ad firm that's doing the new Wheaties branding says that times are changing: "A lot of data out there shows that men are taking over a lot more of the shopping occasions. And as that happens, men are not just following a list but are much more focused on making decisions themselves."
Hm. Rebranding a gender-neutral product to encourage a recently empowered gender to buy a special version of that product for themselves. Sound familiar? It's the same approach marketers have used for decades, but targeting women. Need a razor? Buy a pink one with flowers on it! Need a phone? Buy a pink one with sparkles on it! Deodorant? Buy one that says it's pH-balanced for a woman! An energy bar? Buy one with dancing ladies on it!
The only other product I can think of that was historically aimed at women but is repackaged for male shoppers is hair dye--"just for men".
That quote about men making their own decisions in the store reminds me of a great scene from The Hurt Locker, in which the man's-man bomb defuser main character, home from Iraq, is out shopping with his wife. She asks him to go get some cereal. When faced with an entire aisle of hundreds of cereals, he's overwhelmed, so scans the rows, then grabs a box at random and stomps off.
Now there's a Wheaties Fuel™ man.
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