Why You Won't See Michael Phelps on the Wheaties Box†

Kellogg Signs Swimmer Before Big G's Traditional Unveiling

Advertising Age, August 28, 2008 — In a PR masterstroke, Kellogg Co. managed to spoil an every-four-year tradition for General Mills — the unveiling of Olympians to grace the Wheaties box. By the time Big G made its big announcement today, Kellogg had already one-upped the news by revealing that it signed the biggest of them all, Michael Phelps