Wheaties uses unique history of highlighting heroes to mark 100-year anniversary

The brand’s partnerships with extraordinary sports figures offer a new angle for celebrating a centennial.

It’s not every day that a brand gets to celebrate 100 years of being in business. Yet, the task of getting media coverage for brand anniversaries is common enough for PR pros.

And even if your brand is turning 100 years old, the simple fact that you are still in business is not necessarily newsworthy. Instead, the moment marks an important opportunity for brand journalism, as organizations that can tell their own story through owned and social media channels are more likely to land coverage.

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One brand that’s touting its centennial is Wheaties, the cereal made by General Mills that has a storied background for U.S. consumers. The brand’s history of celebrating sports heroes and champions like boxer Muhammad Ali and basketball superstar LeBron James informed the brand’s approach to marking the 100-year milestone.

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