Former NBA star Shaquille O'Neal tells us why he didn't sign a deal with Wheaties, even though they asked him twice, and how he chooses his endorsements. The following is a transcript of the video.

Advertisements that featured one of the world's most popular athletes as a spokesperson helped General Mills, Inc., generate record sales for Wheaties, its oldest brand of cereal. We’re long-term ...

A former swimming star at Kaua’i High School, Malie Matsumoto, 19, has been named one of six winners in Wheaties’ “Search for Everyday Champions.” A goggle-wearing likeness of Matsumoto ...

Here’s all the branding news we’re following this week. This week in branding news, Cheerios bulked up, Orangetheory dialed ...

General Mills? Wheaties is mobilizing its cereal boxes to trigger engagement when consumers have a few extra minutes to kill while eating breakfast. Wheaties is using augmented reality to liven up ...