Wheaties goes bowling
When you think about the athletes who eat their Wheaties, professional bowlers might not come to mind.
But they should.
Wheaties recently sponsored the Professional Bowlers Association series PBA Elias Cup Playoff Series and the bowlers definitely ate their Wheaties.
So, why bowling?
“Bowling is one of those sports that is equally appealing to baby boomers and millennials,” says Michael Fanuele, chief creative officer at General Mills. More than 25 percent of Americans go bowling every year, according to Bowling Business Builders International.
In addition to putting the spotlight on America’s bowling champions, Wheaties also is featuring bowling legend (and legendary trickster) Andy Varipapa in television ads that aired on ESPN during the PBA event.
Varipapa started his bowling career in the 1920s and rose to fame in the 1940s and ’50s.
But this isn’t the first time Wheaties has featured bowling. In 1963, the brand encouraged America to get bowling with free bowling and a helpful book of bowling tips.
Think your bowling skills will land you on a box of Wheaties some day?
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