General Mills Builds Brand Extensions Via Technology And Television

General Mills, the brand associated with Wheaties and Cheerios, is focusing on digital media and cross-cultural marketing projects in an attempt to increase sales amid the recession.

Recent initiatives include Tablespoon.com, a site that combines content from a variety of food-centric blogs, and a line of applications for Windows 7 and the iPhone created to bolster the Betty Crocker brand. General Mills has also designed a "Virtual Store," which recreates the shopping experience and allows customers to provide feedback to actual retailers through a "Shopper 360" survey.

General Mills also plans to collaborate with the popular reality-television program The Biggest Loser. For every pound of weight lost by contestants on the show, the corporation will donate an equal amount in food products to Feeding America as part of the philanthropic "Pound For Pound Challenge."

Additional marketing strategies include expanding its stable of products by putting new spins on old classics, resulting in brand extensions such as Wheaties Fuel and Chocolate Cheerios, which hit stores next month. Soon after, shelves will see a new line of Yoplait Greek Style Yogurt and an antioxidant-rich dark chocolate granola bar. 

During tough economic times when consumers are tightening their budgets, General Mills is hoping to increase revenue by giving consumers more options, both in stores and online.