The marketing manager and the Wheaties brand team launched a line extension they believed would bolster the legendary brand. Wheaties FUEL, a ready-to-eat cereal targeted specifically toward men and designed to help users "Prepare to Win" was introduced to consumers in September 2009, with a 360-degree campaign utilizing television, print, online, and in-store promotions to build awareness. By gaining buy-in early on from Peyton Manning, Kevin Garnett, and Dr. John Ivy, a world-renowned expert on the role of nutrition and exercise performance, the Wheaties team was able to not only create a cereal that was made by champions for champions but also to create prelaunch buzz with a unique method of creating the cereal.