No Wheaties box for Michael Phelps.

   BOTTOM LINE: It was a masterful public relations maneuver as Kellogg Co. managed to sign Olympic hero Michael Phelps before General Mills could lock him up for its traditional Wheaties box.  08-29-2008

Why You Won't See Michael Phelps on the Wheaties Box
Kellogg Signs Swimmer Before Big G's Traditional Unveiling
(AdAge.com)

   In a PR masterstroke, Kellogg Co. managed to spoil an every-four-year tradition for General Mills -- the unveiling of Olympians to grace the Wheaties box.
  By the time Big G made its big announcement today, Kellogg had already one-upped the news by revealing that it signed the biggest of them all, Michael Phelps.
   Kellogg Co. has tapped Michael Phelps for its Frosted Flakes and Corn Flakes boxes. The Battle Creek, Mich., marketer said last week it had tapped Mr. Phelps for its Frosted Flakes and Corn Flakes boxes.
    Because Kellogg wrapped the swimmer in an exclusive deal (for an undisclosed sum), its competitor instead signed gymnast Nastia Liukin and decathlete Brian Clay.
   Of course, neither gold-medal-winning athlete would be a slouch in any other Olympic year. But Mr. Phelps is riding an almost unprecedented wave of publicity. He has, for instance, agreed to appear on "Saturday Night Live" and MTV's Video Music Awards.
    Link to entire article: http://adage.com/article?article_id=130626