Quaker Oats Co., Chicago, beat out rivals by inking an agreement with the U.S. Soccer Federation for a new cereal featuring the U.S. women's soccer team on the box. U.S. Soccer Golden Goals hits supermarket shelves next month, along with a TV campaign from Foote, Cone & Belding, Chicago. The choice of Quaker comes as a surprise, since--unlike General Mills--it doesn't routinely license cereals or link with sports. But Quaker's coup may be tied to its willingness to introduce Golden Goals as a permanent, rather than limited-time, addition to its brand lineup. "We had quite a bit of interest in this category, but it was Quaker that jumped to the forefront with their long-term perspective on our sport," said soccer federation Chief Marketing Officer Mark Noonan. The corn and oat combination cereal will be shaped like soccer balls and aimed particularly at kids and teens.
Copyright August 1999, Crain Communications Inc.