Author Profile
Weinberg, Adam
Wheaties: Reinvigorating an Iconic Brand (A)
Moore, Marian Chapman Weinberg, Adam
M-0828 | Published September 11, 2012 | 7 pages Case
Collection: Darden School of Business
This case series is taught in Darden's course elective, Managing Consumer Brands. In the spring of 2008, the marketing editor for Wheaties was getting ready for a meeting to discuss ideas about how to... Read More
Wheaties: Reinvigorating an Iconic Brand (B)
Moore, Marian Chapman Weinberg, Adam
M-0829 | Published September 11, 2012 | 1 pages Case
Collection: Darden School of Business
The marketing manager and the Wheaties brand team launched a line extension they believed would bolster the legendary brand. Wheaties FUEL, a ready-to-eat cereal targeted specifically toward men and d... Read More
Wheaties: Reinvigorating an Iconic Brand (C)
Moore, Marian Chapman Weinberg, Adam Tang, Jeff
M-0830 | Published September 11, 2012 | 5 pages Case
Collection: Darden School of Business
The results were not promising following the initial campaign and launch of Wheaties FUEL as sales dipped five months after it had been put on store shelves. Still there was a 96% incremental gain in ... Read More