 |
|
 |
2010-03-19 09:16:45 - MN AMA to Host the Wheaties FUEL Development Story MN AMA to Host the Wheaties FUEL Development Story
Event open to public on April 13th at General Mills Headquarters
Minneapolis, MN – General Mills has exclusively teamed with the MN American Marketing Association (MN AMA) to roll out their branding, philosophy, marketing and roll out of their newest twist to the Wheaties brand – FUEL. Associate Marketing Manager Ben Johnson will present and moderate a panel discussion that will reveal how they developed this new product using a unique co-creation process, leveraging specific input from championship athletes Peyton Manning, Albert Pujols, Bryan Clay, Hunter Kemper and Kevin Garnett.
"Breakfast of Champions"—these three words are associated with one of the most recognized and trusted brands in ready-to-eat cereal. To meet the challenge of leveraging this classic brand equity to develop a ground-breaking extension geared primarily toward men, General Mills recently introduced Wheaties FUEL to the market to accomplish this goal.
Ben Johnson, Associate Marketing Manager for the Wheaties Brand, will kick the meeting with a short presentation and then moderate a panel discussion between the integrated marketing team that created and successfully launched the new cereal. This is the only time that General Mills is pulling back the curtain to talk about the online pre-launch campaign—not a strategy typically seen in the food industry—that gained consumer feedback and created a buzz for Wheaties FUEL before launching the product in retail venues.
Date and location
Tuesday, April 13, 2010 General Mills - Number One General Mills Boulevard
Minneapolis, MN 55426-1347 7:30 – 9:30 AM Panelists
Ben Johnson, Wheaties Brand Marketing
Allison Waters, Big G Promotions Marketing
Andrew Padon, Big G Adult Business Unit Consumer Insights
Jean Wright, Boom Island Design
John Grudnowski, FRWD Co
Kevin Fitzgerald, Popular Front
Cost
MN AMA Members – $25 MN AMA Student Members – $10 Non-members – $50 Students – $15 Kick off Webisodes:
http://www.youtube.com/watch?v=EbgG4-Ev1Lw – meet the panel
http://www.youtube.com/watch?v=GCf0elWOfqM&feature=related – taste tasting
About the American Marketing Association – Minnesota Chapter:
The Minnesota American Marketing Association (MN AMA) is comprised of Minnesota marketing professionals and students who are interested in developing their marketing skill set in a variety of industries. The MN AMA chapter is governed by a board of directors who are elected by members to one-year terms. Its over 750 members make it one of the largest chapters in the country. For more info please visit: www.mnama.org.
|