At the 1936 Berlin Olympics, star
athlete and civil rights supporter Jesse
Owens won the 100-meter
dash, 200-meter dash, 400-meter relay and long jump. That year
he became the first American in Olympic Track and Field history
to capture four gold medals in one Olympiad.
In recognition of Black History month, General
Mills has honored Jesse Owens
by featuring him on the cover of the Wheaties cereal box. The
new Owens' themed packaging began appearing on shelves in January
2003, and will continue to be featured through the end of May.
Extensive promotions for this campaign consist of television,
radio and newspaper advertisements, point-of-purchase materials
and public relations efforts to raise awareness of the special
edition. Distribution territories include the United States
and Iceland.
In recognition of Black History month,