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Wednesday
August 20, 2008
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Recent Issues
Olympics

Medal Stand: Kellogg Co. Taps Phelps For Cereal Box Cover

Each day during the Summer Olympics, THE DAILY is offering our take on the business performances of some of the people, sponsors, broadcasters and other entities around Beijing.

MEDAL
MEDALIST
 
GOLD: Kellogg Co. -- The company is taking a cue from rival General Mills' Wheaties and putting the star of the Beijing Games, Michael Phelps, on the cover of its cereal boxes. It will put Phelps on the front of Kellogg's Corn Flakes and Frosted Flakes in the coming weeks in a move best described as scooping the competition.
SILVER: Shawn Johnson -- After being bested for gold in the all-around competition by teammate Nastia Liukin, the Iowan looked like she might return home without a gold of her own. But Johnson dug one out in her last event, giving her a chance to extend her endorsement window beyond the Games.
 
 BRONZE: Beijing's buzz -- Is it because the Olympic Green is closed, or because the city is so large and sprawling? It's hard to say, but Helios Partners CEO Chris Welton, whose firm has worked with past Olympic host cities, returned from Beijing saying that the city lacked the buzz of other Olympic cities.
 
TIN: USOC -- How many unflattering situations will the USOC find itself in during the 17 days of the Games? First came the cyclists wearing USOC-issued masks. Then came the organization staying silent when Joey Cheek's visa to China was denied. Now, it has had to apologize to other national organizing committees for offering U.S. Olympians a $50 voucher if they vote in tomorrow's IOC Athletes Commission election -- a violation of IOC rules.

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