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Fitness Mag Comes to Cheerios Boxes
Friday, January 20, 2012
Steve Smith

Back in the day, one of the crowning achievements in a sports career was seeing that star’s face on a Wheaties cereal box. It is a different era now, when people’s own physical state is of greater concern than athlete hero worship. But cereal boxes remain one of the major platforms from which to grab consumer attention. And so Fitness magazine partners with Cheerios for the next six months on a project that brings the magazine brand to millions of breakfast tables. Multigrain Cheerios boxes, 7.5 million of them, will feature the magazine as part of a joint free weight-loss plan offered to consumers.

The Fitness logo on the boxes includes an access code that lets the user enter a special site at MultigrainCheerios.com/Fitness. The weight-loss plan includes two four-week workouts created by Fitness magazine’s advisory board member and fitness author Joe Dowdell. There are online videos for each routine. Recipes and snack ideas have been generated by Fitness contributor Natalie Hancock. In addition to the logo exposure, the diet plan itself links to the FitnessMagazine.com site. As part of a multi-faceted marketing package with the cereal brand, Meredith Studios is also crafting online videos that track the progress of three girlfriends. The series will air on Meredith’s The Better Show.