The popularity of the Super Bowl again found manufacturers romancing consumers through promotional packaging. Minneapolis-based General Mills, for example, continued its commemorative packaging for the event with what Wheaties® brand marketing manager Jay Heflin describes as "breakthrough packaging." Heflin refers to five Super Bowl Super Replay Motion Cards on specially marked boxes of Wheaties, Crispy Wheaties 'N Raisins(TM) and Honey Frosted Wheaties®.