the insight

 

The Wheaties box became iconic by 

championing the most relevant sports heroes of the day.

the insight

 

The Wheaties box became iconic by 

championing the most relevant sports heroes of the day.

the idea

 

Let’s remind people about how iconic the Wheaties box truly is by bringing back the sports heroes of yesteryear. How? By re-printing them on a limited number of Wheaties boxes. 

Based on a person’s age, people will access the Wheaties box from the year they were born, and  will celebrate the prolific athlete of this time. We’re about to go way back.

how it works

Wheaties WayBack digital kiosks

will be placed inside various

grocery stores.

Scan your ID and you’ll see what box (or boxes) belongs to you, based on the year you were born. Next, you’ll have the chance to buy the box.

Your Wheaties WayBack box will then be shipped to your doorstep.

digital

 

You can scan your driver’s license on Wheaties WayBack’s mobile site, where you can also access your box.

social

We will tap into the Facebook Marketplace so people can get the Wheaties box they want. Some boxes are sure to be in demand, so it’s a social way for them to gain access to it.

digital

The Wheaties WayBack Snapchat filter will use facial recognition to guess the year you were born in. Based off its estimate, the background will change to the cereal box cover from that year.

ambient

Giant boxes will be installed at various venues, where athletes from “way back” used to play. These idols will be signing the boxes from the past.