“Have you tried the WHEATIES?” Get to know the man behind the first ever Christmas ad jingle!

Monday: MicroBusiness and Marketing Marvels FROM THE DESK OF MILES EVERSON: Christmas is getting nearer and nearer! Just a few more days and we’ll be having our Christmas Eve celebrations with our loved ones through good food, good music, good movies, etc. Did you know that 95 years ago, in 1926, Christmas Eve marked the rise of one of America’s iconic breakfast foods? I’m referring to the Wheaties cereal! Are you curious as to how that happened during the Christmas season? If you are, then keep reading below to know the story of the Wheaties cereal and the man that brought this product to prominence. CEO, MBO Partners Chairman of the Advisory Board, The I Institute

“Have you tried the WHEATIES?” Get to know the man behind the first ever Christmas ad jingle! James Bell: The man behind the first ever Christmas ad jingle, “Have You Tried the Wheaties?” The Washburn Crosby Company first developed Wheaties in the early 1920s and introduced the product to consumers in 1924. Over time, the breakfast cereal changed the milling industry as it helped transform American breakfast. Minneapolis’ reputation as the flour-milling center of the world lasted into the 1920s. However, the hard spring wheat became less dependable due to climatic changes and plant diseases. This led to a collapse in crop prices, forcing farmers to diversify. What’s more? Minneapolis millers’ energy monopoly finally ended with the rise of electrical power. This made it possible for rival companies to make flour profitably anywhere. Enter the early 20th century… This time, thousands of Americans suffered from constipation, acid reflux, indigestion, and even ulcers. Health reformers believed people could improve their digestive health by adding more fiber to their diets. This was where cold cereals made from grains doused in milk offered relief! Products such as Grape Nuts and Corn Flakes started replacing meat and eggs on American tables during breakfast. Aside from that, Washburn Crosby’s Wheaties, the company’s first non-flour food product, emerged as a response to the American crisis. The product represented the company’s efforts to expand its product offerings and adapt to changing environmental contexts. Wheaties also helped transform Washburn Crosby into General Mills―one of the largest makers of packaged foods in the world today. Here’s the thing: Wheaties' sales remained flat despite Washburn Crosby’s sizable investment. The tide turned only after the company hired a Minneapolis-based barbershop quartet to sing the world’s first ever radio advertising jingle titled, “ Have You Tried the Wheaties?” Of course, this jingle was created by none other than James Bell, the American business leader and philanthropist who served as president of General Mills from 1928 to 1934 and chairman from 1934 to 1948. The jingle, which opened with the lyrics, “Have you tried the Wheaties? It’s whole wheat with all of the bran.” … caused sales of the product to spike in areas where the jingle was played. Seeing the MASSIVE potential behind the jingle, Bell decided to turn it into a national program in the WCCO radio station and on the Christmas Eve of 1926, the Wheaties local quartet who sang the ad jingle made their debut on the radio program. This helped Wheaties expand its reach as one of the most popular cereals in the world! So, as independent professionals, business owners, and marketers, what can you learn from this Marketing Marvel? First, novelty is an important asset in marketing a brand. It’s easier to capture and sustain people’s attention when you offer them something new. Second, don’t be afraid to think outside the box and GO ALL OUT in your marketing efforts. The more creative you are in promoting your brand, the higher the chance that you’ll stay on top of your target market’s minds. Think about the Wheaties jingle. Even with just a few simple lyrics and tone, it managed to stay in consumers’ minds because it was a new way to advertise a product. What’s more? Due to the approach in marketing the Wheaties, the cereal stuck to a lot of consumers’ minds as the “breakfast of champions” and became one of America’s iconic breakfast foods. Hope you’ve found this week’s insights interesting and helpful. Follow us on LinkedIn. Stay tuned for next Monday’s MicroBusiness Marvels! Gary Halbert is perhaps one of the GOATs (Greatest Of All Times) of copywriting. Learn more about Gary Halbert and “The Boron Letters” on next week’s MicroBusiness and Marketing Marvels!