Wheaties Boxes to Feature Marvel’s Spider-Man 2 in Brand’s First Superhero Video Game Collaboration (EXCLUSIVE)
Wheaties is changing the game – literally. The General Mills cereal brand is taking its tagline, “the breakfast of champions,” to a new level by honoring Miles Morales and Peter Parker, the superheroes of Marvel’s Spider-Man 2.
The collaboration with Sony Interactive Entertainment, Insomniac Games and Marvel marks the first time in the food brand’s history it has featured video game characters on its iconic boxes. The limited-edition box will be available exclusively on the Wheaties website on Thursday, Oct. 19.
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The dual-facing box features both Spider-Men, highlighting the new capability in Marvel’s Spider-Man 2 for players to switch between Peter and Miles, allowing them to experience each hero’s unique stories and try their new superpowers.
“This is really special. Wheaties has had a lot of firsts over the years” Eric Lempel, head of global business and marketing for Sony Interactive Entertainment, tells Variety. “They did the first female athlete. They did the first Secretary of State years ago. We’re really honored that we could work together.”
The Spider-heroes are an obvious fit for the pantheon of admirable Wheaties champions, but there’s an even bigger connection through their origin stories: Wheaties was created in 1921 when a result of an accidental spill of wheat bran mixture into a hot stove, which crackled and sizzled into a crisp flake. Sound like a certain radioactive spider?
This isn’t the first barrier the Spideys have broken for gaming representation, though. In July, the title became the first game to appear in San Diego Comic-Con’s Hall H for a panel. Lempel says it’s all part of a larger marketing strategy, building on his team’s approach to promoting the first two games in the series, along with other Sony properties.
“We really went into this saying, ‘We’re going to market this like a big mass-market pop culture event, much like a Marvel movie.’ Even if you’re not a fan, even if you’re not someone who’s going to consider buying the game, you’re going to hear about it. You’re going to know that it exists. That’s what’s important when we launch these things,” he says.
“Some of the things we did last year with God of War took a completely different approach to some of our marketing, using some very famous people to talk about the title,” he recalls. Most notably, a TV spot featured three celebrity dads with their children, bonding over the complex father-son relationship featured in the series.
“All the big fans knew the title was coming, but this was about making it bigger than that and reaching a bigger audience: ‘Why are Ben Stiller, LeBron James and John Travolta talking about this?’ That’s very PlayStation. It’s about surprising, delighting and entertaining the audience every step of the way,” says Lempel.
Sony has teamed up with several more notable brands to further blanket the space and create awareness for Marvel’s Spider-Man 2. “We’re partnering with Warby Parker to create some glasses based on the game,” says Lempel. “Adidas, who we worked with on the first title, are coming back; they’ve already announced special shoes based on the game.”
Warby Parker’s limited-edition line of eyeglasses and sunglasses features styles inspired by the game, while Adidas’ collection ranges from American Football gear to lifestyle and apparel footwear.
Lempel, who describes himself as “a kid from Queens,” says the Spider-heroes have a special place in his heart, motivating him to get this launch just right. “We’re just really proud about what we’re doing here, and couldn’t be more thrilled with the excellent work Insomniac did on creating this just unbelievable title… There’s great momentum behind PlayStation right now. The brand is in a great place.”
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