The New Wheaties Box Features Olympian Greg Louganis
Katherine Pendrill — April 6, 2016 — Pop Culture
References: wheaties & grubstreet
The new Wheaties box will feature Olympic gold medalist and LGBT activist Greg Louganis. Timed to coincide with the release of the HBO's Sports documentary 'Greg Louganis: Back on Board,' the new box pays tribute to Louganis' long and influential career.
The new Wheaties box is the result of a Change.org petition that urged General Mills to put Louganis on the cereal box. The petition was meant to give Louganis and fellow Olympians Janet Evans and Edwin Moses the recognition they deserve. Thanks to the petition, a black and white image of Louganis executing an inward pike is now branded on a Wheaties box as part of the 'legends' series.
The new Wheaties packaging not only pays tribute to formerly overlooked Olympians, but it also demonstrates an effort to shine a spotlight on the work of influential LGBT activists.
The new Wheaties box is the result of a Change.org petition that urged General Mills to put Louganis on the cereal box. The petition was meant to give Louganis and fellow Olympians Janet Evans and Edwin Moses the recognition they deserve. Thanks to the petition, a black and white image of Louganis executing an inward pike is now branded on a Wheaties box as part of the 'legends' series.
The new Wheaties packaging not only pays tribute to formerly overlooked Olympians, but it also demonstrates an effort to shine a spotlight on the work of influential LGBT activists.
Trend Themes
1. Inclusive Packaging - Opportunities for brands to showcase diverse and inclusive individuals on their packaging, increasing representation and appealing to a wider consumer base.
2. Activist Marketing - The use of packaging and branding to support social causes and amplify the voices of activists, creating a stronger connection with socially conscious consumers.
3. Recognizing Overlooked Figures - A trend of honoring and giving recognition to individuals who have been historically overlooked or underrepresented, bringing attention to their achievements and contributions.
Industry Implications
1. Food & Beverage - Brands in the food and beverage industry can leverage inclusive packaging to position themselves as socially responsible and appeal to diverse consumer groups.
2. Marketing & Advertising - The marketing and advertising industry can adopt activist marketing strategies to create meaningful campaigns that align with social causes and engage consumers on a deeper level.
3. Sports & Entertainment - The sports and entertainment industry can utilize the trend of recognizing overlooked figures to celebrate athletes, performers, and activists who have made significant contributions.
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