General Mills, Inc.: You Better Eat Your Wheaties campaign
Susan RislandOverview
Advertisements that featured one of the world's most popular athletes as a spokesperson helped General Mills, Inc., generate record sales for Wheaties, its oldest brand of cereal. Basketball superstar Michael Jordan endorsed the brand from 1988 to 1998 in the "You Better Eat Your Wheaties" campaign. Like other sports figures who had served as Wheaties spokespersons, Jordan appeared in television commercials, on cereal boxes, and in assorted promotions emphasizing that whole-grain cereal was nutritious and implying that professional athletes frequently ate Wheaties. The slogan "You Better Eat Your...