GENERAL MILLS GOES GOLFING
By Adnews Staff
Toronto-based General Mills Canada is using a golfer for the first time on the box of its Maple Frosted Wheaties cereal. Masters champion Tiger Woods will be pictured on the box from mid-June to mid-October. The move will be promoted using print ads and in-store materials created by Cossette Communication-Marketing of Toronto. Maple Frosted Wheaties was originally launched during the 1998 Olympic games last February. Since then, the boxes have featured Olympic athletes. General Mills has been putting athletes on the brand's box since 1924, when the cereal was first introduced as Gold Medal Wheat Flakes.
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