Business Case Studies & Business Publications

Wheaties: Reinvigorating an Iconic Brand...

Moore, Marian Chap...

Case

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

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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 reinvigorate one of the most iconic and well-known cereal brands in America, which over the preceding few years had experienced a steady decline in market share. The only limitation the manager would impose was that any new product could not replace the original Wheaties. Otherwise, she was open to any opportunity to differentiate Wheaties from the orange box and yet fully embody the brand equity.